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Objective

The object of the course
The object of the course is to provide capabilities for international market entry and marketing mix decision making. During the course you will learn about ways to analyse a potential market and consider what it means in terms of marketing mix decisions.
Competences
Business competence: The students know the central theories related to this specialisation option. The students possess at least an advanced beginner’s skills in the practical tasks of the specialisation option.
Learning to learn: Is able to acquire, critically assess and appropriately apply the national and international knowledge base and practices of their field.
Internationality and multiculturalism: Is familiar with the impacts of their cultural background on their activities and is able to develop operating methods that take multiculturalism into account in their work community.
Learning outcomes
You can review, analyze and understand information available from academic and professional business sources in international marketing and market analysis.
You are able to apply your knowledge to analyze business challenges and trends to propose action related to market entry and marketing decisions based on the findings.
You can communicate in English in oral and written formats and participate in multicultural teams where you demonstrate your teamwork skills.

Content

Contents of the course is made out of: Market analysis, Market entry strategies, Role of culture in international business, Marketing mix decisions.
Tools provided for implementation of market entry planning are PESTEL-analysis, Porter’s Five Forces, Blue Ocean’s strategy, Competitive Audit, Hofstede’s dimensions of culture.
The students will develop an international marketing or market entry plan for a Company.

Qualifications

Basics of marketing

Assessment criteria, satisfactory (1)

Sufficient 1
You attempt to analyze and evaluate academic and business information relevant to international marketing and market entry analysis.
You show some but narrow skills in analyzing business challenges and trends in international marketing and ideate some managerial implications.
You are able to transmit to a limited extent your and your team’s ideas and findings in English.
You show some but low-level skill in participating in inter- and multicultural setting and teamwork.
Satisfactory 2
You have some ability to analyze and evaluate academic and business information relevant for to international marketing and market entry.
You are able to recognize business challenges and trends you can ideate managerial implications related to international marketing and market entry, but the approach is not supported with argumentation.
You are able to get your main message through when presenting your and your team’s ideas and findings in English. You show some skill in participating productively in inter- and multicultural setting and teamwork.

Assessment criteria, good (3)

Good 3
You are able to evaluate relevant academic and business data and consider possible approaches and outcomes for business in international marketing and market entry decisions.
You show analytical skills and logical thinking with justifications related to solutions for international marketing and market entry.
You are able to create and present your and your team’s ideas and findings in English.

You know how to contribute in a productive way in inter- and multicultural setting and teamwork.
Very Good 4
You are able to analyze relevant academic and business data with possible outcomes related to international marketing and market entry.
You propose well justified solutions for business challenges related to international marketing and market entry.
You can work and communicate your and you’re your team’s ideas and findings professionally in English. You show self-critical skills in participating productively in inter- and multicultural setting and demonstrate team work skills.

Assessment criteria, excellent (5)

Excellent 5
You have ability to analyze, evaluate and combine academic and business information from various sources on international marketing and market entry decisions.
You can propose well justified business solutions on principal level. You have problem-solving skills needed for international marketing and market entry situations.
You argument and present your and your team’s ideas in a convincing manner in English. You have assessed thoroughly your contribution in inter- and multicultural setting and possess team working skills.