Study Guide

Objectives (course unit)

This course contains themes related to strategic market entry. It focuses on the utilization of information and data collection/analysis to optimize networking and effectively increase customer attraction from appropriate target segments.

After completing the course, students will be able to:
- Analyze a company's internal level of readiness and its importance for entering the market of products and services
- Identify and select target markets, while assessing factors (threats, opportunities) for market entry
- Use tools related to the assessment of business opportunities and analyze their benefits
- Create a marketing strategy based on analysis of data and other accumulated information
- Test and collect feedback pertaining to demand vs. supply: customer’s attraction towards a company’s solution
- Build networks to support the aforementioned activities
- Plan, develop, and launch corrective actions to meet customer desire and engagement by utilizing appropriate networks

Content (course unit)

- Concepts and contents related to marketing strategy
- Product features, benefits and value creation
- Customer segmentation
- Customer-related research and its analysis
- Utilization of different analytical tools in placing on the market
- Developing a marketing strategy
- Testing the outcome on the marketplace, collecting feedback, re-designing service, re-writing and -testing operational plan

Assessment criteria, satisfactory (1-2) (course unit)

The student:
- Has a basic understanding of the company's internal readiness to enter the market of products and services.
- Identifies the factors influencing demand, threats and opportunities in the selected market.
- Identifies customer target groups
- Develops a marketing strategy
- Tests the strategy in the marketplace
- There are minimal attempts at analyzing processes and information to make strategic decisions for improvement.

Assessment criteria, good (3-4) (course unit)

The student:
- Acknowledges the company's internal readiness to enter the market of products and services
- Chooses and justifies the target market
- Identifies the factors influencing demand, threats and opportunities in the selected market
- Identifies and justifies the most important customer target groups based on information
- Combines and applies the information obtained appropriately, using it in the content and conclusions of the marketing strategy;
- Examines his/her own conclusions and their usefulness, risks, effects on the company's growth and internationalization
- Utilizes different tools in various stages in the formation of marketing strategy
- Develops a marketing strategy that includes analyzes and information
- Tests the strategy in the marketplace by utilizing appropriate networks
- Collects customer feedback, designs service accordingly, re-writes and tests a new strategy

Assessment criteria, excellent (5) (course unit)

The student:
- Analyzes the importance of the company's internal readiness to enter the market of products and services
- Chooses and justifies the target market
- Identifies the factors influencing demand, threats and opportunities in the selected market
- Identifies and justifies the most important customer target groups based on information
- Combines and applies the information obtained appropriately, using it in the content and conclusions of the marketing strategy
- Critically examines his/her own conclusions and their usefulness, risks, effects on the company's growth and internationalization
- Utilizes and evaluates various tools in various stages in the formation of marketing strategy
- Develops a marketing strategy on the basis of analyzes and information
- Tests the strategy in the marketplace by utilizing appropriate networks
- Collects and analyses customer feedback, designs service accordingly, re-writes and tests a new strategy successfully

Assessment scale

0-5