Virtual Guest Lecture by Author Svend Hollensen on Marketing Topics

1. International Market Selection and Choice of Entry Mode


Q&A report

This report contains answers to questions that we were not able to answer during the session due to time restraints.


2. Social Media Marketing

Note: Due to unforeseen technical issues, the first 10 minutes are missing. Please refer to slides 4 to 8 for the:

  • Five stage decision model
  • How social media can create customer value
  • The 'Bowling' approach: traditional advertising VS the 'Pinball' approach: Social Media Marketing


About the guest lecture

Join our virtual guest lectures with Svend Hollensen that we are hosting as part of our 'Author Webinar Series'. In this series we invite our authors to provide a guest lecture for you and your students.

Author Svend Hollensen will be giving two virtual guest lectures open to students and lecturers about marketing topics with a Q&A from his book Global Marketing, 8th edition.


This guest lecture will provide your students with:

- an additional resource in their learning;
- an opportunity to get the author’s view from practical experience in the field;
- new perspectives and inspiration.

As a lecturer you can use the recording of this session to your next semester students.

About the speakers

Svend Hollensen is Ph.D. (Dr.) and Associate Professor of International Marketing at University of Southern Denmark (Sønderborg). He has practical experience from a job as International Marketing Coordinator in a large Danish multinational enterprise as well as from being International Marketing Manager in a company producing agricultural machinery. He is the author of Pearson texts: Global Marketing Marketing Management and Essentials of Global Marketing.

Svend Hollensen Pearson Virtual Guest Lecture