Study Guide

Objectives

The course aims to provide basic knowledge and understanding of new target market entry project and importance of an effective multicultural team.

After completing the course, the student will be able to:
• search for and evaluate information on a new target market.
• analyze macro- and micro-environment in a target country.
• apply knowledge of the market analysis to help the case company with their internationalization plans.
• work effectively in a multicultural team.

Content

The contents include the followings:
• Market analysis
• Market entry modes and approaches
• Company internationalization plan
• Basic research skills

Prerequisites

None.

Assessment criteria, satisfactory (1-2)

Students can search for relevant information on a target market. They are familiar with principles of market analysis and main market entry modes. Students can work in a multicultural team.

Assessment criteria, good (3-4)

Students can search for relevant information on a target market and evaluate its validity and credibility. They understand principles of market analysis and market entry modes and can apply them to the case company project. Students can work effectively in a multicultural team.

Assessment criteria, excellent (5)

Students can search for relevant information on a target market and evaluate its validity and credibility. They thoroughly understand principles of market analysis and market entry modes. They can create viable recommendations for the case company’s internationalization plan. Students can work effectively in a multicultural team and foster team spirit and multicultural understanding.

Further information

Implementation plan.