Course: Fundamental Areas of International Business 2 credits: 5

Course code
LBVP23FAB2A
Name
Fundamental Areas of International Business 2
Study year
2023-2024
ECTS credits
5
Language
English
Coordinator
J. Wang
Modes of delivery
  • Education
Assessments
  • Fundamental Areas of Int. Business 2 - Computer, organised by STAD examinations

Learning outcomes

Marketing: 

Students acquire advanced knowledge related to: 

  • international marketing strategy, including macro-economic factors influencing international trade and digital marketing; 
  • international market segmentation and positioning; 
  • product decisions for international markets; 
  • foreign market entry mode selection and international distribution and retailing; 
  • pricing for international markets; 
  • international promotion with a focus on digital marketing – i.e. how to develop an integrated marketing communication strategy and properly integrate different promotional tools in the digital marketing activities of a company; 
  • decisions about standardization/adaptation of the marketing mix elements for developing a foreign market entry strategy; 

Business Research:  

  1. Basic understanding of business research processes; 
  2. Critical reflection on marketing research publications and construct conceptual model; 
  3. Understand qualitative and quantitative research; 
  4. Learn how to design and evaluate questionnaires to collect primary quantitative marketing data; 
  5. Learn how to measure the reliability and validity of the questionnaire; 
  6. Learn how to conduct descriptive analysis and report the results on the given marketing data. 

PLOs: 

TWM15.2, TWM16.2, TWM17.2, TWM24.1


 

Content

The course provides students with an opportunity to gain advanced knowledge in international marketing and research for designing an international marketing strategy. Students will also learn about the business research process and how to construct their own conceptual model and marketing questionnaire and perform descriptive analysis of quantitative data. 

Included in programme(s)

School(s)

  • International Business School
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