Study Guide

Objective

You are be able to?
collect marketing information for improved decision making required in international marketing.
use different sources for market/marketing data in international context?
apply market selection in internationalisation process?
apply marketing information in adaptation of marketing mix decisions to a target market

Content

What tools and methods are used in marketing research?
What are the data sources for international marketing research?
How is the international marketing research process described?
How to define which country to enter?
How is marketing information used in adaptation of mix decisions to a target market?
How to carry out research in practice through a research project?

Teaching methods

Scheduled track:
At the end of the study unit, you are be able to
• List/identify different sources for market data in international context
• Apply market selection process in internationalization process
• Use marketing research and digital sources of information
• Use research results in defining the marketing mix elements

Assessment methods and criteria

Assessment
- use professional marketing research vocabulary
- can critically evaluate different sources of marketing research information
- can work as a team member in marketing research
- determine the appropriate models, methods, software and techniques, in international marketing research

Qualifications

Customer oriented marketing 5 ECTS credits
Customer insight and customer service 5 ECTS credits