International Growth Strategy: Analysing Target Market Potential (5 cr)

Objectives (course unit)

 Market information and market analysis
 Contacts and networks
 Different business cultures
The course familiarizes students with evaluating and selecting the potential of the target market. Based on the market analysis performed in the course, students know how to define the most common market entry methods and make different Go to market decisions and actions. During the course, participants develop their sales negotiation skills and learn new techniques that are needed in an international business environment. After taking the course, students understand how different cultural aspects affect international sales and marketing and the creation of an international marketing strategy. One of the most important teaching methods of the course is doing a market analysis, with which the students help the company of their choice to make better informed decisions. The market analysis finds out the company's current market situation in the target country, future possibilities, market buying behavior, competitors operating in the market and the main players in the market. According to our experience, international experts have often been employed by a Finnish company to first do a market analysis for them in a language or cultural area they have a good command of. Therefore, doing a market analysis also works well as a networking tool.

Assessment scale

0-5