Skip to main content

Strategic and International Marketing MHR103

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.

Course description for study year 2021-2022. Please note that changes may occur.

Course code




Credits (ECTS)


Semester tution start


Number of semesters


Exam semester


Language of instruction


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. Students discuss methodologies used in research on strategic and international marketing.

5 main topics will be focused:


  1. Marketing strategyCompetitive market analysisIdentifying current and future competitive positionsCompetitive positioning strategiesInternationalization

The topics will be related to an international context, and service deliveries.

Each topic will be connected to specific cases, which students are expected to analyze and present in class.

Required prerequisite knowledge

Oral exam and Folder evaluation

Form of assessment Weight Duration Marks Aid
Folder evaluation 2/5 A - F
Oral exam 3/5 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 grade will be based on one oral presentation of the folder – where questions related to the folder and from the curriculum will be raised.. In case of a resit exam the students deliver a new folder-presentation based on either previous cases or the current ones.

Coursework requirements
Compulsory assignments
It is expected that student groups present their papers in class in order to receive feedback from lecturer and students. Students not presenting are expected to contribute with questions and comments to the presenting group.
Method of work
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.
Course assessment
The course will be assessed and evaluated according to the University of Stavanger's administrative quality system.
The syllabus can be found in Leganto