International Sales and Marketing, 1st semester

Semester Programme

For the exchange student interested in sales and marketing in an international perspective.

Exchange Programme

Admission Requirement

Academic criteria for selecting candidates for top-up programmes.

Marketing Management or an equivalent study programme. If you have a similar degree from another country, your application will go through an individual assessment.

You also have to attach documentation of your English level.

Purpose

The purpose of the semester is to give the students competences in analyzing of current and potential customers, competitions and network collaboration, which will help developing the company’s strategies and market offerings. There will also be an insight in the company’s sales organization, also related to other corporate functions and business partners, the company’s supply chain. The student will also have insight in benchmarking in relation to supply chain, CSR, sustainability and international economic environment.

The subject element’s analyses and strategies are based on the students’ ability to combine commercial theory with methodology in scientific projects.

Allan Lindgaard Winther International Coordinator

Teaching Methods

All teaching and counseling is in oral and written English. You will experience a lot of different teaching methods such as lectures, presentations, dialogue, exchange of experiences, group work, independent studies, and portfolio work.

Conditions

In order to complete the module and obtain a certificate, the student has to:

  • Hand in compulsory assignments and pass the exams. See exams below.

Tuition Fee

Not applicable for EU/EEA-students and exchange students from partner institutions, all other students must pay. In this case, please send an e-mail to international@ucl.dk to learn more.  

Activity 1

Type of Activity

Compulsory Course Element

Name

The Company’s Strategic Basis

ECTS

10

Workload

Max 275 hours (in total) including max. 80 hours in class/lectures

Learning Outcome

Knowledge

The student has:

  • knowledge of various types of business models, and of the models and theories used to understand a company’s strategic basis, including innovation and disruption
  • knowledge of different strategic approaches related to the concept of innovation and knowledge of disruption as a concept and development direction
  • knowledge of and understands relevant theories and models for analysis of the company’s strategic platform, including the company’s innovative platform
  • knowledge of the elements of the company’s supply chain from a strategic perspective
  • knowledge of and understands relevant economic models in relation to business models
  • knowledge of key perspectives on knowledge, insight and awareness
  • knowledge of various methods of generating, processing, analysing and assessing knowledge
  • knowledge of international sources of law, their interrelationships, and their relationship with national sources of law
  • knowledge of international conflict resolution models

Skills

The student can:

  • apply and discuss the different strategic approaches, including in particular marketing strategies and the role of innovation in the business model
  • analyse and assess the company’s strategic development opportunities and innovative platform
  • assess the consequences of changes in the company’s strategic supply chain
  • perform an economic analysis, an assessment and a prioritisation of the product mix in various cost models based on application of traditional standard cost
  • communicate the influence of scientific theory paradigms on knowledge and methods of information gathering
  • develop a framework for a study design, including problem formulation, paradigm choices and methodological considerations
  • apply rules on governing law and jurisdiction in international sales and assess the consequences of the choices made
  • implement and make a reasoned choice between the different business models and forms of distribution

Competencies

The student can:

  • assess the company’s strategic situation and make recommendations for innovative improvements to the business model
  • independently prepare a reasoned basis for decision-making with an assessment of the profitability of the customer portfolio and its expected earning potential
  • assess, argue and reflect on the choice of theory and method, including paradigm selection, study design and application

 

Activity 2

Type of Activity

Course

Name

Customer Focus

ECTS

20

Workload

Max 550 hours (in total) including max. 160 hours in class/lectures

Learning Outcome

Contents:

The subject element covers analyses of current and potential customers, including their strategic situation, needs and wishes. These analyses provide the basis for developing the company’s strategies and market offerings for existing and potential customers. In this connection, the element also covers work on the development and retention of the customer base through relationship strategies. The subject element also covers analyses of the company’s sales organisation in relation to the sales team and purchasing centre, including relations with other corporate functions and business partners. It also covers work with international strategies for the company’s supply chain and logistical support for sales, and the integration of various sales channels – omni-channel, digital and physical. Strategies are based on an analysis of the company’s financial situation, including product and customer mix, economic customer life cycle analyses and the legal context, including international purchasing and contract law, transport law and public procurement law. The subject element’s analyses and strategies are based on the students’ ability to combine commercial theory with methodology in scientific projects.

Knowledge

The student has:

  • knowledge of and understands relevant theories and models for analysing a company’s competencies and customer base, as well as developing the customer portfolio, including profitability reports
  • knowledge of and understands the company’s market offerings and potential marketing strategies
  • knowledge of general strategic approaches and models for structuring and organising sales
  • understanding of the theoretical tools in relation to the company’s supply chain for the development of an international sales foundation
  • knowledge of and understands tools and methods for assessing customer and product portfolios in relation to profitability, and alternative methods for profitability calculation
  • knowledge of theories and models for assessing insourcing and outsourcing
  • knowledge of methods and approaches for creating knowledge
  • knowledge of the general principles of the EU’s procurement rules for sales to public authorities

Skills

The student can:

  • analyse and assess the current and future customer base as well as individual customers in relation to the company’s value proposition, using methods and tools for analysing the customers’ behaviour, including the use of big data and profitability reports in the domestic and international markets
  • analyse the company’s competencies
  • analyse the company’s innovation culture and processes
  • analyse and assess an internationally focused company’s choice of supply chain
  • analyse and organise the company’s supply chain, including selection of partnerships in relation to the organisation of sales and with a focus on ensuring customer satisfaction and quality experience
  • calculate and assess profitability through the use of Activity Based Costing
  • identify relevant total life cycle costs (TLCC) and customer lifetime value (CLV)
  • generate, process and interpret quantitative and qualitative data
  • use criteria to assess the relevance and quality of data and theories
  • apply basic rules governing the maritime and road transport agreement, with particular emphasis on the carrier’s liability

Competencies

The student can:

  • independently participate in interdisciplinary teams in relation to the company’s work with marketing intelligence with a customer focus, and subsequently be able to develop the company’s marketing strategy
  • work independently with the company’s customer relations
  • discuss choosing a strategy for enterprise customers
  • prepare evidence-based reports and projects
  • independently participate in professional and interdisciplinary collaboration on the conclusion of international sales agreements, with particular regard to: Conclusion of international contracts and contracts for the  international sale of goods (CISG), Terms and conditions of sale and delivery, INCOTERMS and Securing of the purchase sum

Exam form: written exam