EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

Literature
Cases supplied in class.
Publications in international media combined with Internet research.
Teaching Methods
Teaching will be based on a team approach. The main task is to motivate students to
participate actively in the course through case studies, tender simulation and
presentations in groups and discussions.
Using the case method and tender simulation, students learn on their own, with the aid
of the lecturer, through discussion, role-plays, private research and a small field survey.
E-Learning: the students will start preparing the concepts in class during the second
meeting and continue the work on their own over the following four weeks. Private
research will give them the opportunity to extend the skills acquired in class. During this
time students will contact the lecture via mail for future support (exchange of
information). After four weeks students will submit their bids to the students-tender
evaluation team in a role play. Evaluation team will evaluate the bidders (tenders) and
give feedback.
Evaluation
Case study tender evaluation, final written exam
Export Marketing I
Semester Hours per week Subject code ECTS
Fall 2 EMK 3
Learning Outcomes / Course Objectives
The course has three main objectives:
� To provide students with an insight of how globalisation influences – even local
niche players – today and what are the consequences for adopting business
strategies.
� To explain how to evaluate marketing attractiveness and how to apply
international marketing research for entering chosen markets successfully.
� To encourage students to consider the vital importance of social and cultural
aspects in both, planning and carrying out strategic and tactical activities.
Particularly, the course will have the following learning outcomes:
� Explain and characterize the major differences of international and domestic
marketing and how the effect of globalisation influences marketing today
� Interpret models of accessing marketing attractiveness, decision criteria for
choosing and entering markets
� Explain the function of international marketing research
� Analyse how culture may influence strategy and tactics
� Explain the opportunity of international niche marketing strategies for SMEs
� Evaluate the relationship between product and promotion strategies in
international markets
� Explain the main difficulties in setting up overseas branches
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