Study Guide

Objective

After successfully completing the course, you can demonstrate an understanding of the impact of international market research on global trade and company operations. You are able to identify the challenges and opportunities and risks those markets can create for you and your business. Moreover, you understand the need for research to improve the internationalisation process and the bases of international operations.

Content

- Market research and reporting
- Evaluation and strategic tools
- Assessing techniques and risk analysis

Materials

Charles Hill, G. Tomas M. Hult "Global Business Today" 2017 or newer edition
Gerald Albaum, Edwin Duerr: International Marketing and Export Management. 2011 or newer edition

Teaching methods

The course helps you understand the marketing practices of companies seeking market opportunities outside their home country. During the course, you will familiarise yourself with planning effectively for the marketing of consumer and business needs and wants on an international level. From a strategic standpoint, you will identify the importance of viewing marketing management strategies from a global perspective. Particular emphasis will be placed on developing a plan and conducting research, as well as understanding cultural and environmental aspects of international trade and the integration of culture and marketing functions.

International market research course helps you assess opportunities, mitigate risk, and create and capture value for your business. Explore the economic, political and social factors driving change and learn how decisions affect global markets and your business.

Student workload

The work is implemented in a team of max 5 students, resulting in a report of at least 20 pages (max. 30 pages) and a PowerPoint presentation for 20 minutes.

Option for company visits, presentations by industry representatives.

Possible assignments from the companies.

Further information

Inability of the student to meet the given deadlines will result in an instant reduction of the grade according to the following principle: each week reduce the maximum grade by one.

Evaluation scale

H-5

Assessment methods and criteria

Group work & Group presentation (20%)
Market research report (80%)

The overall grade is based on an assessment by supervisors, company representatives (and students)