MARKET ENTRY STRATEGY (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: LO1 – Identify the strategies and cases of market entry; LO2 – Explain the procedures and practices in market entry cases; LO3 – Analyze procedures and strategies in new market business.

Topics:

1. Initiation of Internationalization
2. Theoretical Models for Internationalization
3. Development of a Company’s International Competitiveness
4. International Market Research
5. The Political, Economic and Culture International Marketing Environment
6. The International Market Selection Process
7. Some Approaches to the Choice of Entry Mode
8. Market Entry Strategy: Export Modes
9. Market Entry Strategy: Intermediate Modes
10. Market Entry Strategy: Hierarchical modes
11. International Sourcing Decisions and the Role of the Sub-supplier
12. Product, Pricing, Distribution and Communication Decision in the International Marketing Programme
13. Organization, Implementation and Control of the International Marketing Programme