The course "International Marketing in SMEs" will build on existing knowledge from module 103. Our module 202 will cover all topics related to SME internationalization.
We will have a closer look at the tools of market research and how companies can generate market insights from foreign markets. The lecture is closely linked to practical projects given by several companies. Every company provides a research case that will be investigated by one group of students. These cases can be used during exercises to practice the tools for international business.
The main topics of module 202 will be:
- Internationalisation of SME
- Value chain analysis for international ventures
- International business modelling
- Key resource analysis
- Market research
- Market evaluation and selection
- Customer profiling and customer segmentation on international markets
- Value proposition for specific target markets
- Intercultural communication
- Designing a global marketing concept / International Marketing Mix
- Business development in foreign markets
- International market entry strategies
Global Marketing, 7th edition
Author: Svend Hollensen
Published by Pearson (June 22nd 2016) - Copyright © 2017
International Marketing
Authors: Cateora & Graham
McGraw-Hill Education; 17th edition
Multinational Enterprises and the Global Economy
Authors: John H. Dunning, Sarianna M. Lundan
Edward Elgar, Cheltenham UK, 2nd edition (2008)
Strategic International Management
Authors: Morschett, Schramm-Klein, Zentes
Springer, 3rd edition (2015)
Marketing Management
Authors: Kotler, Keller
Global Edition, Pearson (2016)
- Trainer/in: Pablo Andres Barriga Ortiz
- Trainer/in: Gunnar Kaßberg