Required in stage
Optional in stage
Second term
Both terms
This year
Next year
Alternating years
External
Prerequisites
Identical coursesInternational marketing (B-ODISEE-OBF13A)
De Backer Geert (coordinator) | De Backer Geert Aims
Competency 1: From the perspective of his own area of specialization, the graduate can support the company policy efficiently
On the basis of an analysis of the business processes, can provide advice that takes into account business functions, business strategy, corporate culture, and the environment in order to optimize short and long term management decisions.
Competency 2: From the perspective of his own area of specialization, the graduate develops and maintains good relationships with stakeholders
Competency 4: The graduate can work in an international/intercultural environment
4.1 Assesses the impact of relevant international organizations on professional activities
4 .2 Assesses the impact of regional, national, international and intercultural circumstances on professional activities
Competency 16: The graduate can analyze and interpret market conditions
Competency 18: The graduate is able to define objectives, product/service, pricing, distribution, and communications strategies.
Competency 19: The graduate can target prospects and manage his customers within the context of the commercial strategy
Previous knowledge
The general terms and conditions for admission are detailed in the "Odisee Education and Exam regulations".
Is included in these courses of study
- Bachelor of Business Management (Brussels) (Major in Marketing) 180 ects.
Activities
4 ects. International marketing (B-ODISEE-OBF13a)
EnglishFormat: Lecture-assignment
32 
First termDe Backer Geert Content
This course will build on earlier courses that have studied various aspects of the marketing profession. It will look at these in an international context.
Marketers employed by firms that operate in multiple countries or even on a global scale need to be aware and skilled to operate across countries and cultures.
This case-oriented course explores in depth the various topics that relate to international marketing. It will not only cover cultural aspects but as well highlight legal, financial and political considerations. It will as well help to gain insight in geographic expansion and market research. The Marketing Mix will be developed within a global business context.
This course has several objectives:
To appreciate the dynamics of marketing across geographies and cultures
To understand the ramifications this has on the marketing mix
Be able to contribute to an international marketing plan and strategy
Course will include below subjects and will be complemented with current topcs:
- Global Marketing Explained
- The Cultural Environment
- The Economic & Financial Environment
- Political & Legal Environments
- Trade & Protectionism
- Researching Global Markets
- Selecting Foreign Markets
- Entering Foreign Markets
- Global Product & Services
- Global Distribution Strategies
- Global Pricing Strategies
- Global Communication & Sales Strategies
- Global Marketing Strategy and Implementation
- The Future of Global Marketing
Course material
https://webapps.odisee.be/Ancor/SSM/Pages/BekijkSSM.aspx?OID=22705
Slides, press articles, videos etc. will be posted on Toledo.
Format: more information
This course will consist of lectures, occasional guest speakers and a group assignment that counts for 30% of class points.
Evaluation
International marketing (B-ODISEE-O70221)
Explanation
| Assessment | Grading scale |
|---|---|
| TOTAL | 1-20/20 scale |
COURSE EVALUATION PRINCIPLES
1st exam period:
- 70% will be a written exam with open, closed and multiple choice questions. This is a "Bring Your Own Device" exam. You must bring a working, fully charged laptop to take the exam.
- Remaining 30% will be a group assignment:
- a written summary of an international marketing business case incl. recommendations.
- part of the grading will be a peer review.
- paper has to be uploaded in due time on Toledo Ultra; submission date will be communicated on Toledo and in class.
- the best cases will be invited to present in front of class where presenters can be awarded 1 extra course point (+1/20).
ADDITIONAL COURSE EVALUATION GUIDELINES (as part of BBM-program policy)
- Absence Policy. What do you have to do when you are ill during assignments/tests/presentation or absent during an exam? Please apply the BBM-absence policy as published online at https://www.odisee.be/en/bachelor-business-management-brussels/reporting-your-absence
- Groupwork with "Peer grading": all evaluation activities that contain group work, will apply "peer grading" (captured via formalized process), to differentiate individual score vs. group average, based on collected peer feedback.
- BYOD Exam Policy. This course has an online, on campus exam where the BYOD (Bring Your Own Device)-policy fully applies. The BYOD-policy is published online at https://www.odisee.be/en/bachelor-business-management-brussels/bbm-practical-information
- For this course, you cannot use an explanatory dictionary during exams.
- AI & document authenticity Policy “You need to submit authentic, original work for your course assignments, presentations and open book exams (no copy/paste from AI tools). The BBM-AI & authenticity policies are published online at https://www.odisee.be/en/bachelor-business-management-brussels/bbm-practical-information. Deviation from this policy is only possible if the course lecturer explicitly allows use of AI-tools via TOLEDO announcement or in course material or assignment instructions”
Information about retaking exams
EVALUATION PRINCIPLES SPECIFICALLY FOR RETAKE:
- The assignment does not count for the retake.
- It will be a written exam with open, closed and multiple choice questions that counts for 100% of course points.
- This is a "Bring Your Own Device" exam. You must bring a working, fully charged laptop to take the exam.
ADDITIONAL COURSE EVALUATION GUIDELINES (as part of BBM-program policy): identical as in 1st exam opportunity.