This is the study programme for 2020/2021.

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.
Each part of the course accounts for 50 per cent of the workload, and the two parts will be taught in separate sessions.
1) Strategic marketing in the service industries
2) International marketing

Learning outcome

A candidate who has completed the course should have the following learning outcomes defined in terms of knowledge skills and general competence:
After completing this course, the student has
• advanced knowledge on strategic marketing and international marketing.
• in-depth knowledge on the development of central service marketing theories and scientific methods used within international service marketing.
• specialized insights on practical as well as academic marketing challenges on the basis of the history, traditions, distinctive character of the marketing science, and its place and economic, social and environmental role in international business
• thorough professional knowledge of the scholarly theories and methods in strategic service marketing and international marketing, and how these can be used to advance new perspectives, entrepreneurship and innovations within this field.

After completing this course, the student can
• analyze existing theories and methods with various sources of information, and critically use them to structure and formulate arguments related to strategic and international marketing
• work independently on marketing related tasks and projects addressing strategic and international activities
• apply relevant methods for international market research and scholarly work in an independent manner
• carry out independent research or development projects under supervision and in accordance with applicable norms for market research ethics.

General Competence:
After completing this course, the student can
• analyze and formulate problem statements relevant to academics as well as practitioners, on ethical problems in strategic and international marketing.
• apply his/her knowledge and skills in new areas in order to carry out advanced marketing assignments and projects in international contexts
• communicate strategic and international marketing related analyses, strategies and activities to different audiences like specialists, managers and the general public


The course provides extensive knowledge on the most common theories on strategic and international marketing from several theoretical perspectives. Student discuss methodologies used in research on strategic and international marketing, and learn 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
  • Value delivery in international markets
  • Country images and CoO-effects
  • International marketing strategy

Required prerequisite knowledge



Weight Duration Marks Aid
Folder evaluation1/1 A - F
Folder exam is expected containing two five-page summaries of students 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. (80% mandatory attendance).

Course teacher(s)

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

Method of work

The course consists of two parts, 1) Strategic marketing, and 2) International marketing, offered in weekly three-hour sessions, with weeks rotating between the two parts. This means that each of the two topics (strategy and international) is offered every other 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 to spend a significant amount of time preparing for the sessions outside the classroom.

Open to

Master students in the Master of Service Leadership in International Business program, and other master students from UiS when vacancy.

Course assessment

The course will be assessed and evaluated according to the University of Stavanger's administrative quality system.


Literatur will be published as soon as it has been prepared by the course coordinator/teacher

This is the study programme for 2020/2021.

Sist oppdatert: 14.08.2020