Global Marketing Management

This is an advanced-level course in the International business master’s degree programme and requires following knowledge from following courses prior to starting the course:
International business bachelor's degree or equivalent studies
Export marketing-course (minimum bachelor level)
Global digital business -course (master level)
Requires good English language skills

This is a Master’s level advanced course that requires applicable higher education studies in the field. Please also check prerequisites.

By the end of this course students should have gained understanding about developing and managing effective global marketing strategies. They should be aware of useful theories and concepts related to global marketing, and how global marketing changes during global expansion. Furthermore, the students should be able to to analyse strategic alternatives in global marketing (incl. digital), and create a global launch plan. Moreover, students are expected to have understanding of how to organize and co-ordinate implementation of global marketing and apply these in practice in an uncertain and complex global environment without forgetting sustainability considerations with regards to responsible consumption and production (SDG 12). The course is also expected to develop student’s skills in decision making and cross-cultural communication.

1. Hollensen, Svend & Bogdanovic, Ana (2025). Global Marketing. Pearson Education limited, Ninth edition (ISBN-9781292440811)
2. Reading package informed by the lecturer.

Right to participate for students in: Master’s Programme in International Business, and for 5 master level exchange students.

Compulsory attendance at lectures and workshops (max 1-2 absences allowed from online lectures).