Modules

Prerequisites

Contents

• Introduction (basics, importance, special features), • Environmental analysis and information procurement (organisations and cooperation, risk aspects in foreign trade, PESTLE, 5 forces), • Strategic decisions (reasons and motives, selection of foreign markets, forms of international activities, timing of market entry strategies), • Product and brand portfolios (extensions, adaptations, brand transfer), • Innovation and product planning (hype cycle, dynamics of the environment, life cycles) • Financing and hedging (short, medium and long-term export financing), • Marketing management (4P: product policy, pricing policy, distribution policy, communication policy)

Learning outcomes

Students are familiar with the problems relevant to international marketing, and can explain the special features of strategic decisions and marketing instruments in relation to international challenges. They are able to apply their knowledge to various industries and country markets. Students can evaluate foreign markets using market data and scoring models, and critically assess internationalisation decisions from a business perspective.

Assessment

• Written exam 45 min (40%) • Poster preparation, 10 min (25%) • Poster presentation, 5 min discussion (15%) • Critical essay, approx. 5-6 pages (20 %)