Study Guide

Objective

The student is capable of creating a marketing plan for a different cultural environment. Student knows the environmental factors to this process and is able to take into consideration their effect on adapting existing means of competition in the target market.

Content

- Environmental analysis
- Different strategies available for 4 P adaptation

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to carry out environmental analyses in an international company and based on that draw consequences on the adaptation process of means of competition.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to carry out environmental analyses in an international company and based on that draw logical consequences on the adaptation process of means of competition.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out environmental analyses in an international company and based on that draw creatively consequences on the adaptation process of means of competition.

Qualifications

- Basics of Marketing
- Cross-Cultural Business

Objective

The student is capable of creating a marketing plan for a different cultural environment. Student knows the environmental factors to this process and is able to take into consideration their effect on adapting existing means of competition in the target market.

Content

- Environmental analysis
- Different strategies available for 4 P adaptation

Teaching methods

Review key concepts of International Marketing Management and new trends

Understand and apply related Marketing Management concepts such as:

General Content
Value Creation
Competitors Analysis, Marketing Mix, Extended Marketing Mix, Marketing Planning, Sales Planning
The role of international Marketing
Strategic International Marketing Plan to access a New market
Understanding Customers and Markets
Culture has key issue in International Marketing
Adapting the Marketing concepts
Customer Relationship Management

Multiple methods of evaluation
Minimum attendance required

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to carry out environmental analyses in an international company and based on that draw consequences on the adaptation process of means of competition.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to carry out environmental analyses in an international company and based on that draw logical consequences on the adaptation process of means of competition.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out environmental analyses in an international company and based on that draw creatively consequences on the adaptation process of means of competition.

Qualifications

- Basics of Marketing
- Cross-Cultural Business

Objective

The student is capable of creating a marketing plan for a different cultural environment. Student knows the environmental factors to this process and is able to take into consideration their effect on adapting existing means of competition in the target market.

Content

- Environmental analysis
- Different strategies available for 4 P adaptation

Location and time

Classrooms

Materials

Principles of Marketing , Phillip Kotler
Class Notes
Marketing Cases

Teaching methods

Reading Material
Case Solving /presentation
Active Class discussions
Videos
Final Report
Moodle Exams

Student workload

20 Hours Lesson
2 hours presentations
60 Hours preparation and reading

Content scheduling

Value Creation
Competitors Analysis, Marketing Mix, Extended Marketing Mix, Marketing Planning, Sales Planning
The role of international Marketing
Strategic International Marketing Plan to access a New market
Understanding Customers and Markets
Culture has key issue in International Marketing
Adapting the Marketing concepts
Customer Relationship Management

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to carry out environmental analyses in an international company and based on that draw consequences on the adaptation process of means of competition.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to carry out environmental analyses in an international company and based on that draw logical consequences on the adaptation process of means of competition.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out environmental analyses in an international company and based on that draw creatively consequences on the adaptation process of means of competition.

Assessment methods and criteria

Assessment scale:
51-59 1
60-69 2
70-79 3
80-89 4
90-100 5

Qualifications

- Basics of Marketing
- Cross-Cultural Business

Objective

The student is capable of creating a marketing plan for a different cultural environment. Student knows the environmental factors to this process and is able to take into consideration their effect on adapting existing means of competition in the target market.

Content

- Environmental analysis
- Different strategies available for 4 P adaptation

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to carry out environmental analyses in an international company and based on that draw consequences on the adaptation process of means of competition.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to carry out environmental analyses in an international company and based on that draw logical consequences on the adaptation process of means of competition.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out environmental analyses in an international company and based on that draw creatively consequences on the adaptation process of means of competition.

Qualifications

- Basics of Marketing
- Cross-Cultural Business

Objective

The student is capable of creating a marketing plan for a different cultural environment. Student knows the environmental factors to this process and is able to take into consideration their effect on adapting existing means of competition in the target market.

Content

- Environmental analysis
- Different strategies available for 4 P adaptation

Materials

Provided by the teacher.

Teaching methods

Lectures, Marketing plan (group work)

Exam schedules

There is no exam on this course.

Student workload

3 x 27 = 81h

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to carry out environmental analyses in an international company and based on that draw consequences on the adaptation process of means of competition.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to carry out environmental analyses in an international company and based on that draw logical consequences on the adaptation process of means of competition.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out environmental analyses in an international company and based on that draw creatively consequences on the adaptation process of means of competition.

Assessment methods and criteria

Active participation and assignments.

Qualifications

- Basics of Marketing
- Cross-Cultural Business