Syllabus academic year 2010/2011
(Created 2010-07-25.)
MARKETING AND GLOBALIZATIONMIOF01
Credits: 9. Grading scale: TH. Cycle: G2 (First Cycle). Main field: Technology. Language of instruction: The course will be given in Swedish. MIOF01 overlaps following cours/es: MIO071. Compulsory for: I2. Optional for: E4, E4pe, M4, MD4. Course coordinator: Ola Alexanderson, ola.alexanderson@iml.lth.se, Production Management. Prerequisites: MIO012/MIOA01Managerial Economics. Assessment: Written examination and compulsory assignment and seminars. Parts: 2. Home page: http://www.pm.lth.se.

Aim
To provide basic knowledge of the forces that create and change the global economic map, and to provide knowledge of development tendencies and consequences on a regional, national as well as an international level. And to provide basic knowledge of a company’s marketing function, marketing strategy, and how target marketing is applied in practice.

Knowledge and understanding
For a passing grade the student must

Skills and abilities
For a passing grade the student must

Contents
The first part of the course is concerned with the global economic map. This section attends to the technological evolution, multinational corporations and states and how these contribute to the internationalization of economic acitivities. Also, theories and models explaining production, trade and international investments are presented. Furthermore, this course analyses the factors responsible for the continued importance of regional and national milieus in creating growth and competitiveness.

The second part deals with marketing. Special emphasis is placed on target marketing, and its different practical stages. This part of the course is based on knowledge of the business environment, provided by the first part; how different environmental conditions influence the shaping of marketing strategy and tactical marketing tools. The course discusses consumer and industrial marketing.

The teaching format consists primarily of lectures, accompanied by two compulsory seminars on global economy and marketing.

Literature
Armstrong, G and Kotler, P. Marketing: An Introduction, Prentice hall (international edition) (latest edition)
Dicken, P.: Global Shift. Sage Publications (latest edition)
Case material.

Parts

Code: 0108. Name: Marketing and Globalization.
Higher education credits: 5. Grading scale: UG. Assessment: Written exam.

Code: 0208. Name: Project.
Higher education credits: 4. Grading scale: UG. Assessment: Compulsory assignment.