Study Guide

Objectives

During the course the students learn different kinds of go to market –decisions and -actions. They improve their sales negotiation skills and learn new techniques needed in an international business environment. The students understand how different cultural aspects affect international sales and marketing.

After completing the course the students
- are able to define the most common market entry modes
- are able to use market intelligence in order to create an international marketing strategy
- are able to understand the cultural differences in international sales and marketing
- know how to sell and negotiate in an international context
- are able to communicate in a demanding international business environment.

Content

What are the key marketing strategy decisions in international market entry?
How to implement international account management?
What are the professional B2B sales skills and techniques needed in an international business environment?

Prerequisites

2nd year courses or equivalent knowledge.

Assessment criteria, satisfactory (1-2)

The student has achieved the learning outcomes of the course sufficiently. They understand the principles of international marketing and sales. The student recognizes, is able to determine, and use the concepts and models.

Assessment criteria, good (3-4)

The student has achieved the learning outcomes of the course well, although the skills and competences are somewhat in need of further development. They are able to determine and apply the concepts of the subject matter well and to apply them in simple tasks.

Assessment criteria, excellent (5)

The student has achieved the learning outcomes of the course excellently. They have mastered the concepts of the subject matter in an excellent manner. The student is able to conduct fluent and reasoned analysis and has good capabilities to apply what they have learnt.