Course: Theory Application in Practice 3 credits: 5

Course code
LBVP23TAP3C
Name
Theory Application in Practice 3
Study year
2023-2024
ECTS credits
5
Language
English
Coordinator
F.J. Wijma
Modes of delivery
  • Education
Assessments
  • assignment - Assignment

Learning outcomes

Students are able to: 

Marketing:  

  • Show entrepreneurial thinking, strategic vision and integrated understanding of a business in an international context;    
  • Analyse the fit between the organization, its product(s) and services and the environment in order to make decisions regarding the most suitable: market entry mode, positioning, segmentation and targeting and the need for adaptation or standardization of the marketing mix for new markets;   
  • Develop a professional market entry plan based on primary and secondary data analysis and justify the research methods used;   
  • Identify ethical and corporate social responsibility related challenges when expanding into a new market; 

Finance: 

  • Analyze funding requirements and sources of funding;  
  • Apply working capital management skills; 
  • Prepare budgeted income statements and cash budgets; 
  • Comment on the feasibility of the expansion project; 

Research: 

  • Design interview questions to gain insights into business operation; 
  • Conduct semi-structured interviews; 
  • Analyze interview and questionnaire data and report the findings; 

Law: 

  • Analyse patterns in global legal factors and policies that drive international trade and business development; 

PLOs 

TWM15.2, TWM16.2, TWM17.2, TWM18.2, TWM19.2, WT3.2, TWM24.2 


 

Content

The preparation for the market entry plan starts with TAP2, where students in international project groups develop marketing questionnaires to collect primary data about the target market. They stay in the same project group and continue their research with semi-structured interviews with purposively selected stakeholders. Students need to analyze interview and survey data and make use of the findings to come up with integrated and creative solutions to practical issues when expanding business to a foreign market. The students will create a market entry plan consisting of marketing, finance and law parts, which they will defend in front of a jury of IBS lecturers. Cooperation, creativity, professionalism and entrepreneurial attitude is key to the success of this project 

Included in programme(s)

School(s)

  • International Business School
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