Course Syllabus
| Case studies and experiential learnings including discussions with business managers from relevant companies. |
| Semester & Location: |
Fall 2024 - DIS Copenhagen |
| Type & Credits: |
Elective Course - 3 credits |
| Major Disciplines: |
Marketing, Business, Communication, Strategy |
| Prerequisite(s): |
A minimum in basic marketing skills, e.g. an introductory course in marketing |
| Faculty Members: |
Leif Rasmussen, current students use canvas inbox to contact. |
| Time & Place: |
Mondays and Thursdays 10:05-11:25 Classroom: F24-206 |
Course Description
The overall objective of the course is to enable students to understand a company/organization’s opportunities for growth by expanding its international activities within sales and marketing. To demonstrate this understanding, the students (in groups of app 5 persons) will produce comprehensive business plans (focusing on sales and marketing) based on real life business cases. The style of the report will be as if the students were working as consultants for the companies.
Learning Objectives
By the end of the course, students will have acquired skills enabling them to:
- Analyze and understand a company’s market situation with a focus on international opportunities
- Demonstrate how to build stronger brands and how to internationalize these brands.
- Understand the cross-cultural challenges within international communication.
- Produce comprehensive reports (business plans) and presentations in groups.
- Present and discuss the essentials of the Final Report as an exam during the semester.
Faculty Leif Rasmussen
2008 - CEO and owner of Trading companies
2008 - Consultant, Sales and Marketing Strategies
2008 - Faculty at DIS, Copenhagen
1997 – 2008: Member of Executive Board, Royal Unibrew
1995 – 2008: Member/Chairman of Supervisory Boards.
1987 – 1995: Marketing Director, Danish Brewery Group
1982 – 1987: Consultant and Account Manager, Ted Bates Advertising Agency
1982: Cand. Merc, Copenhagen Business School
1975 – 1982: Product Manager, Irma
Readings
Textbook 1: Basic textbook Andrew McAuley: “International Marketing, Consuming Globally, Thinking Locally”
Textbook 2: “Global Marketing and Advertising, Understanding Cultural Paradoxes” by Marieke de Mooij. Selected chapters.
On top of these books articles, presentations and company profiles will be uploaded in connection with discussions in class and during field studies.
Field Studies
The purpose of the field studies is to give students practical insights and a feeling of hands-on regarding the companies being used as cases during this course. Special attention will be given to the company and the consultancy/agency which will be visited as part of the final exam.
Approach to Teaching
The course is focussed on application of marketing theories to real businesses, and students will be inspired to take part in discussions and planning of marketing strategies and operational plans. Discussions and critical thinking are key words for this course.
Lecturing: During the semester we will review key marketing concepts in an international environment. The importance of proper market analysis, research, and investigation of cultural differences, will be discussed, as will the necessity of brand building, market research, market segmentation, cross border market communications, etc.
Case discussions and student presentations: Early in the course, real cases will be introduced. The students in groups will get one of the presented companies as “their client.” This enables students to relate subsequent subjects and theories to real businesses.
Group work and consultations:The remainder of the scheduled sessions will be used for group work and individual group consultations with faculty and external instructors.
Group work will result in
(a) 2 – 3 written reports
(b) 2 – 3 oral presentations
Grading
| Assignment |
Percent |
| Report and presentation of basic marketing tools (group) |
15% |
|
Written midterm exam (individual) |
20% |
|
Participation (individual) |
30% |
|
Marketing report (group) |
35% |
Academic Regulations
Please make sure to read the Academic Regulations on the DIS website. There you will find regulations on:
Course Summary:
| Date | Details | Due |
|---|---|---|