International Sales and Marketing, 2nd semester

Teaching Methods

There are several different teaching and working methods at UCL University College. For example lectures, case studies, business projects, minor assignments, practical and theoretical exercises, laboratory work, oral presentation, homework, excursions and the like. The teaching can be theme-oriented, as well as divided into different subjects.

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

Course

Name

Sectors and competitors

ECTS

5

Workload

137 hours

Learning Outcome

The subject element covers analyses of competition, competitors and cluster and network collaborations whereby the company can carry out benchmarking in relation to the supply chain, social responsibility and sustainability, including CSR, and the international economic environment, and seen in relation to competition law. The subject element also requires a methodical approach to acquiring knowledge based on the theoretical standpoint.

Knowledge

The student has:

• knowledge of relevant theories and models of competitive positions in the market and their implementation in a microeconomic and mesoeconomic context
• knowledge of CSR, social responsibility and sustainability
• knowledge of basic benchmarking theories and models in forms of competition, SCM and financial and non-financial benchmarking
• knowledge of significant academic positions from a business economics perspective
• knowledge of Danish and European competition law and the interplay between the regulations

Skills

The student can:

• benchmark the company internally and externally
• analyse and evaluate the competitive position of different companies as a basis for the individual company’s market offering. In relation to the above, the student must be able to benchmark a company in relation to a sector and the company’s closest competitors, including sales strategies
• analyse the company’s social dimension in relation to the company’s strategic position
• draw on relevant theories and models in connection with benchmarking an international company’s supply chain
• based on a business economics case construct, develop a study design including recommendations for practical implementation

Competencies

The student can:

Independently address the company’s competitive challenges and communicate these to the rest of the organization.

 

Activity 2

Type of Activity

Course

Name

Sales management and the company’s sales development

ECTS

10

Workload

275 hours 

Learning Outcome

The subject element covers insight into the development of international sales strategies, including online and offline strategies, CRM for new and existing customers, customer follow-up, and key account and global account management. The subject element also covers insight into organisational development and change management, taking into account employment law, and measuring efficiency and risk assessment for the company’s supply chain. The subject element covers budgeting, balanced scorecard and the triple bottom line in the selection of strategies for the company. The subject element also requires students to incorporate and reflect on the significance of the theoretical standpoint for analyses.

Knowledge

The student has:

• understanding of key theories, models and methods for development of the company’s sales and customer base using various approaches
• knowledge and understanding of relevant theories and models in relation to business models with a focus on sales
• knowledge of tools for measuring the efficiency of the company’s supply chain
• knowledge of methods and models for supply chain risk assessment
• understanding of alternative budget models
• knowledge of alternative financial and non-financial reporting methods
• knowledge of different approaches to dissemination of insight and knowledge in reports and projects

Skills

The student can:

• justify and communicate selected strategies in a sales plan to relevant stakeholders
• analyse and evaluate the activities and action parameters linked to the company’s market offerings to customers in general and specific customers, in order to be able to suggest possible changes in strategy and initiatives
• prepare a plan for the development of the organisation
• prepare a follow-up plan for the company’s business model in relation to measuring the effectiveness of the company’s supply chain
• define budget assumptions and prepare and evaluate a total budget for the company’s strategic decisions and assess the financial impacts of this
• develop strategy maps and balanced scorecards 11
• write evidence-based reports and projects, including following academic formalities, communicate study results and proposed solutions, etc., in a clearly legible and readable report
• apply employment law regulations in an international context, including in accordance with the rules on governing law and jurisdiction, with a special focus on recruitment and retention, posting and dismissal.

Competencies

The student can:

• based on the company’s data foundation, assess, manage and lead the development of sales strategies in complex situations involving relevant stakeholders
• prepare analyses of the company’s overall activities as well as work independently with the company’s strategic customer base
• identify their own learning needs, in order to develop and maintain relevant competencies for working based on a holistic approach
• independently analyse and participate in the development of an organisational action plan to ensure implementation of the sales plan 
• work with the sales function to optimise the company’s combined sales efforts based on efficiency throughout the entire supply chain

Activity 3

Type of Activity

Course

Name

Project Management

ECTS

10

Workload

275 hours

Learning Outcome

• A general understanding of projects and project sales in a strategic perspective, and how to manage them.
• An in-depth understanding of a business case, both at seller and buyer
• Experience in using theories, models, tools and methods for management of projects in a professional context
• Understanding the differences in project sales in B2B and B2G.
• Understanding project management in B2C, B2B and B2G.

Knowledge

The student should have acquired knowledge about:

• How to define a project and what parameters the project manager can adjust
• Project portfolio management in a company strategic perspective
• How to define the work streams, deliverables, milestones and activities of a project (Stage-Gate and SCRUM)
• How to plan a project by using tools such as a Gantt Chart and the Work Break Down Schedule
• How to define the stakeholders of a project and how to handle their influence by communication
• The role of the project manager and the different roles in a project organization, including the roles of the project team and the steering committee
• The risks in relation to implementation of a project and how to handle it
• Different forms of meetings and their purpose
• The business case and budget of a project

Skills

The student should be able to:

• To illustrate the purpose and objective of a project by preparing an Objective Break-Down Schedule
• To plan a project by defining work streams, deliverables, milestones and activities in a Work Break Down Schedule and a Gantt Chart
• To do a risk analysis
• To analyse the stakeholders of a project and make a communication plan
• To plan the relevant meetings throughout the implementation of the project
• To make a budget or business case for a project

Competencies

The student should have obtained competences in regards to:

• Plan a project in a professional context by using relevant tools and methods
• Implement a project and adjusting the plan continuously

Activity 4

Type of Activity

Course

Name

Advanced Digital Marketing

ECTS

5

Workload

137 hours

Learning Outcome

The purpose of the course is to deepen the student's competencies in digital marketing on key concepts: Developing Digital Branding, communication via social media, digital Customer Relationship Management also called Marketing Automation, evaluating and prioritizing Key Performance Indicators and securing Conversion Rate Optimization.

• Content Marketing
• Campaigns on social media
• Marketing Automation
• Landing Pages: UI, UX, Usability & Testing
• Content Calendars
• Conversion Rate Optimization
• Google Analytics & Key Performance Indicators

Knowledge

The students must have knowledge of:

• central digital marketing concepts and practices in the planning and execution of digital marketing campaigns
• segmentation, definition of niche segments, description of potential customers' situation, needs and wishes
• basic understanding of the elements and timing of Content Marketing
• basic understanding of the elements and timing of Marketing Automation
• the most important social media, their characteristics and their users’ profiles
• basic structure of web sites, including the use of Landing Pages
• basic analysis, benchmarking and profitability assessments of the effects of digital marketing activities
• relevant theories and models for analyzing the competitive situation in the company's digital market, as well as knowing how specific competitors are identified and benchmarked

Skills

The students must have skills in:

• applying key methods and tools associated with digital branding through Content Marketing and Marketing Automation
• assessing the company's brand on social media and make suggestions for future communication efforts and campaigns
• developing and executing social media campaigns
• developing Content Marketing and Marketing Automation campaigns, integrating relevant social media as well as Landing Pages
• setting goals and assessing key areas for the company's digital branding according to secure the company's business objectives
• using key methods and tools for working with UX, IA, UI and Usability and user testing in order to secure conversion rate optimization
• identifying relevant law and assess the consequences for the company's digital marketing activities

 Competencies

The student must obtain competencies to:

• obtain and include relevant data, market intelligence, and information about the company's strategic foundation when developing content marketing and marketing automation
• harvest and manage customer data, taking current ligislation into account
• participate in cross cultural teams in connection with the company's work with digital marketing
• prioritize and optimize the digital branding effort through the use of benchmarking, online statistical tools and user testing

Synopsis hand in and oral examination based on the taught subjects from Activity 1 and 2.

Project Management: Written assignment and an oral examination.

Advanced Digital Marketing: Oral exam with a digital product and a project outline.