Study Guide

Objective

Student utililzes the networks as means of internationalizing. Student takes into account international business and corporate cultures. Student knows common internationalizing strategies and can choose the most feasible approach in each case

Content

Student implements an international project e.g market survey, trade fair, customer event, international sales campaign

Materials

Usunier: Marketing Across Cultures, given as e-book
Blue Ocean Strategy as recommended reading:
https://profitworks.ca/blog/marketing-strategy/365-blue-ocean-strategy-summary-including-examples-and-pdf-download.html
other materials given by teachers and/or found by students

Teaching methods

- The course is based on interactive lectures, team work and co-teaching
MIxed teams work on a assignment in which they produce a plan how to bring a new product/service to new markets, They produce a small scale export marketing plan and pitch the product
The given material is discussed together
Apart from team work there will be individual, applied written exam
Visiting fellow from Japan

Exam schedules

applied exam 21 Nov
final presentations 5 Dec

International connections

Innopeda is applied in many ways: international/intercutural teams work in a business case in order make a small-scale export marketing plan
Two teachers give two viewpoints into the course
Visiting fellow from Japan

Completion alternatives

active participation is required

Student workload

5 cr= 135 hours of student work which is divided to joined class sessions, team work and independent work
lectures
team assignment
reading circle(s)
presentations
independent, applied exam

Content scheduling

18.9- 20.12.2019
The main idea ot the course is to bring a new product/service on a new market area from seller's points of view.
The goals are that students can:
-operate in international markets using professional communicative ways
-understand the meaning seller-buyer roles in different cultureal areas
-sell the product by applying most feasible selling strategies for chosen target area
-adapt the strategies and sales arguments
-choose and analyze a suitable trade-fair to promote the product
Main contens:
introduction to international marketing environment
market research and analysis
understanding the role of digitalization in international business
small-scale export marketing plan
selling with empahasis on cultural background
product pitch in international trade fair

Evaluation scale

H-5

Assessment methods and criteria

-active participation in class, teamwork and book circles: completed tasks self, peer feedback and teacher assessment. Continuous feedback
-export marketing plan written documentation: self/peer and teacher assessment.
-product pitch: self assessment, peer feedback, teacher assessment.
-independent applied exam: teacher assessment

Assessment criteria, fail (0)

- low or irregular attendence in class and/or teamsessions, book circles
- deliverables not returned or past deadline
- failed exam

Assessment criteria, satisfactory (1-2)

-student participates in class and group sessions as part of a team and follows the given instructions
-student is able to find a suitable trade fair to promote his/her product
-student can present the product both orally and in writing
-student can do basic information search for the selected market and company
-student knows the basic business related digital terminology

Assessment criteria, good (3-4)

-student shows capabilities and initiative to individual as well as team work
-student considers the cultural requirements of sales work and can localize the product
-student can can give argumentation to the choices made
-student can pitch the product in convincing style
-student can indivually/in team find relevent information about the target matket to match the case company's characteristics
-student can produce professional reporting with references, terminology,style
-student can adapt the digital marketing/selling when applicable

Assessment criteria, excellent (5)

-student can organize teamwork in professional and target-oriented manner
-student is able to find innovative solutions in promoting the product and argue for them
-student shows up-to-date and in-depth knowledge about the market area and business culture and practises
-student can sell the product to an international customer by adapting the presentation style
-student is able to show consistent and holistic understanding of factors contributing to the export company's various challenges
-student shows high quality reporting
-student can give professional oral presentation
-student compares different sources and applies them in practical solutions
- student shows professionalism in applying the marketing mix