Study Guide

Objectives

The course focuses on various models of internationalization and dives into the role of marketing and sales supporting internationalization. The course also emphasizes customer segmentation and managing key accounts as part of an international sales organization.

After completing the course the student
- understands market intelligence and its role in the process of internationalization
- knows the role of marketing and sales in internationalization
- understands the key principles of customer segmentation and key account management

Content

The process of internationalization
Market intelligence
Market entry models
Marketing and sales as part of internationalization
Customer segmentation and key account management

Assessment criteria, satisfactory (1-2)

The student understands the process of internationalization and can name some market entry models. The students recognizes the role of market intelligence in internationalization. The student can define ways how marketing and sales support internationalization. The student understands the the principles of customer segmentation and key account management.

Assessment criteria, good (3-4)

The student selects a suitable market entry model to support the process of internationalization. The student explains how acquired market intelligence guides internationalization and affects marketing and sales activities. The student compares different ways to segment customers and manage key accounts.

Assessment criteria, excellent (5)

The student can analyze the effectiveness of marketing and sales activities in internationalization and foresees how acquired market intelligence may affect the process. The student recommends suitable ways to segment customers and can justify how key accounts could be managed in a chosen operating environment.