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Strategic and International Marketing

This is the study programme for 2019/2020. It is subject to change.

The core of service businesses is their function in a market - what services are delivered where and to whom. In highly competitive markets with continuous change, it is important with knowledge on international marketing and how to develop, implement and improve a company's marketing strategy. This course will extend the students marketing knowledge to a more advanced level. The course addresses two parts of marketing. The first part of the course concerns the issues of international marketing, while the second part focuses on strategic issues in marketing. The course focuses on how to identify sustainable competitive advantages, how to allocate resources in order to better exploit them, and how to plan and execute the multinational process of the conception, pricing, promotion and distribution of ideas, services, and goods in international markets. Different methodological approaches to the study of strategic and international marketing are also important parts of the course.
The course consists of two parts, each accounting for 5 ECTS, and these will be taught in separate sessions.
1) Strategic marketing in service industries
2) International marketing.

Learning outcome

Upon completion of this course the student should have gained a deep understanding of strategic and international marketing, with the folloing knowledge,skills and general competence:
After completing the course the students should...
  • Have an advanced knowledge and specialized insight on strategic marketing and international marketing
  • Have a thorough knowledge of the scholarly theories and methods in strategic service marketing and international marketing.
  • Be able to apply knowledge to new areas within marketing
  • Be able to analyse executive as well as academic problems on the basis of the history, traditions, distinctive character of the marketing science and its place in society.

After completing the course the students should
  • Be able to analyze and deal critically with various sources of information, and use them to structure and formulate arguments related to strategic and international marketing
  • Be able to analyze existing theories, methods and interpretations in the field and work independently on practical and theoretical marketing problems
  • Be able to use relevant methods for market research and scholarly work in an independent manner
  • Be able to carry out independent research or development projects under supervision and in accordance with applicable norms for market research ethics

General competencies:
After completing the course the students should:
  • Be able to analyze relevant academic as well as executive ethical problems in strategic and international marketing
  • Be able to apply his/her knowledge and skills in new areas in order to carry out advanced assignments and projects
  • Be able to adequately communicate the results of extensive independent projects and master the language and terminology of the academic field
  • Be able to communicate about academic issues, analyses and conclusions in the field, both with specialists and the general public
  • Be able to contribute to new thinking and innovation processes in business


The course provides extensive knowledge on the most common theories on strategic and international marketing from a number of theoretical points of departure. We will also discuss methodologies that are used in research on strategic and international marketing, and how to design and conduct research in these areas. Topics typically covered include
Strategic service marketing:
  • Marketing as a driver of business performance
  • Growth strategies, market share, strategic positioning.
  • Market conditions, competition and firm performance
  • Competitive advantage and firm resources
  • Strategic brand management
  • Cooperation versus competition
  • Implementing marketing strategy

International marketing:
  • Evaluating potential markets
  • Foreign market entry decisions
  • Ethical and cultural issues in foreign markets
  • Designing an international marketing organization
  • The 4P´s and international markets
  • Country images and CoO-effects
  • International marketing strategy

Required prerequisite knowledge



Weight Duration Marks Aid
Folder evaluation1/1 A - F
Folder exam containing two five-page summaries of their solution to selected cases (individually or in groups of max three). These will be marked and returned as part of the formative evaluation. The final folder will encompass these summaries, and also a term paper submitted individually or in groups of maximum three students. The content of the final folder accounts for 100 percent of the grade.
In case of resit exam the student must retake the complete folder with all three part exams.

Coursework requirements

Compulsory assignments
Participation in class room discussions are mandatory.

Course teacher(s)

Course teacher
Mona Anita Kristiansen Olsen , Håvard Hansen
Course coordinator
Håvard Hansen

Method of work

The course consists of two parts that each account for 5 ECTS: 1) Strategic marketing, and 2) International marketing.
There will be weakly three-hour sessions, with weeks rotating between the two parts. This means that for each of the two topics (strategic & international) there will be lectures every 2nd week.
The course is based on student centered learning with all sessions of the course organized as case teaching seminars. Students should expect a heavy work load, estimated to approximately 250 - 270 hours in total. Case-based teaching requires an extensive amount of preparations between sessions, and students should be prepared for an extensive workload between classroom sessions.

Course assessment

Student evaluation will be conducted according to the regulations set forth by the Faculty of Social sciences.


Link to Reading List

This is the study programme for 2019/2020. It is subject to change.

Sist oppdatert: 30.03.2020