Study Guide

Objectives (course unit)

The student will be able to
• search and analyze international marketing environment & competition information of new target markets
• apply the knowledge of the market analysis to create the company’s internationalization strategy and a plan that identifies the business’ price points, target markets, and competition according to the company’s missions and goals
• build a marketing plan that explains how the business generates international customers through different marketing activities like advertisements, digital marketing, trade show participation, etc.
• plan, build and manage a value-based sales organization with knowledge of business-to-business selling and sales management in the international environment of the target country.

Content (course unit)

How to find and analyze the knowledge of different target markets?
How to apply the gained knowledge to the company's internationalization plan?
How to build a marketing plan to achieve the goals set in the company's internationalization plan?
How to construct a functional, efficient international sales organization matching the company's internationalization strategy?

Further information (course unit)

If selected, a minimum of 3 credits is required.

Assessment criteria, pass/fail (course unit)

Passed
The student knows how to find and analyze information of different markets and apply that information in the internationalization plan of a company. The student is able to build a marketing plan to achieve the goals set in the company's internationalization plan. The student is able to construct a proficient international sales organization matching the company's internationalization strategy.

Failed
The student has not shown that they are capable of finding, analyzing and applying market information for the internationalization plan of a company. They are not capable to build a marketing plan or construct international sales organization matching the company's internationalization strategy.

Assessment scale

0-5