International Market Assessment and Strategy 5 credits

This course offers an advanced understanding of strategic international marketing, emphasising market selection, assessment, and the adaptation of marketing mix instruments for global contexts. Grounded in network theories of internationalisation and entrepreneurial internationalisation, you will gain analytical tools to evaluate foreign market opportunities and design effective entry strategies. A signature component of the course is its experiential, team-based approach: multicultural groups of students partner with a local SME to conduct a comparative assessment of selected foreign markets, applying theory to real-world business challenges. This project-based learning develops cross-cultural competence, entrepreneurial mindset, and practical skills in international market research and strategy. After completing the course, you will be equipped to critically assess internationalisation opportunities, formulate market entry strategies, and provide actionable and defendable recommendations for SMEs seeking global expansion. <br> Topics include, but are not limited to: - Working with different others (cross-cultural team and cross-cultural communication; group cohesion and team building)  - International market environment  - Modes of entry (part 1)  - Market selection process  - Market selection criteria  - Scoring models of market selection  - Modes of entry (Part 2)  - Standardisation vs adaptation (five strategies)  - Marketing mix in the context of international markets