Study Guide

Objective

The student will be able to assess the internationalisation drivers and potential of different markets. The student will be able to identify sources of competitive advantage in international strategy, through both exploitation of local factors and global sourcing. The student understands the difference between global integration and local responsiveness and main types of international strategy. The student is able to rank markets for entry or expansion, taking into account attractiveness, cultural and other forms of distance and competitor retaliation threats. The student is able to assess the relative merits of different market entry strategy modes, including joint ventures, licensing and franchising and wholly owned subsidiaries. The student understands the importance of business ethics in international business environment.

The business ethics related content will be discussed and analyzed during the International Project Week (IPW), 2 ECTS.

Content

- Internationalisation drivers
- Geographic sources of advantage
- Locational advantage: Porter’s Diamond
- The international value system
- International strategies
- Market selection and entry
- Country and market characteristics
- Competitive characteristics
- Entry modes strategies
- Subsidiary roles in an international portfolio
- Internationalisation and performance
- Working in an international environment
- Ethics and international business

The business ethics related content will be discussed and analyzed during the International Project Week (IPW), 2 ECTS

Location and time

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Materials

Lecture Notes provided and are based on following literature:
Global Marketing, by Hollensen
Marketing Across Cultures, by Usunier and Lee
Also basic competitive texts:
Competitive Marketing: A Strategic Approach, by O’Shaughnessy
Competitive Marketing. by Michael Porter
Plus material on the Marketing Plan and Business Model

Teaching methods

Lectures, Readings, Review Tools (questions to answer), and Team Project

Employer connections

Tools for Analysis, Decision Making Process, and Communication

Exam schedules

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

International connections

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Student workload

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Content scheduling

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Further information

The overall objective is to pick up where the first course on Marketing ended and now focus on international expansion and issues – to focus on the “Phases of Internationalization” - to further provide participants with a strong foundation in the understanding of the field of strategic, competitive marketing and specifically to be able to function and communicate competently in business - to learn about the support and primary components of the Marketing Management Process and System, the theories, terminology, tools, and decisions on strategic, functional, and operational levels of the organization plus the macro (national), mezzo (Industry), and micro (value chain) analyses of that organization's arena compared to the competition, how to develop a business model and a marketing plan with regard to competitive advantage, and to view different value chains and other competitive tools.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Prerequisites

International Markets and Business Practice or related basic studies