Study Guide

Objective

You will learn how to create an export plan professionally. You will understand how to design the export plan taking into account the demand and supply factors, including the legislative framework and logistics, in the context of the product and market area and the company's resources. You will understand the importance of economic and cultural information. You will learn how to retrieve relevant information. Design of an export plan for a real or fictive company.

Content

- Why internationalise a company?
- How do you find out the prerequisites for a company's internationalisation? - How do you research international markets, and which sources of information are used?
- Why and how should the product be adapted for export?
- What distribution options are there, and how do you choose the most suitable one?
- How to prepare an export plan?

Materials

Gerald Albaum, Edwin Duerr, 2008 (or newer edition). International Marketing and Export Management. Financial Times/ Prentice Hall
Additional material delivered during the course.

Teaching methods

The course includes development of an export strategy for a fictive / real company. The work is implemented in a team of max 5 students, resulting in a report of at least 20 pages (max. 21 pages) and a PowerPoint presentation for 10-15 minutes.

The fictive / real companies ought to be SMEs (small and medium-sized enterprises) and engaged in production of goods – not services. The name of the company, the choice of the product and target market can be made on the preferences of each team. A good starting point for the choice of the target country will be the origin of one or more of the team’s foreign members.

Student workload

Teamwork 84h, team-based consultations 12h, presentations 8h.

Evaluation scale

H-5