ST TUD DY G GUID DE - Skema Business School

Bibliographie /
References
Site(s) web /
Web sites
Modalités de
délivrance du
cours
(Par campus si
différent)
• Methods to assess the export offer value (Value analysis, functional value, consumption scenario, blue ocean strategy),
- The choice of the target markets: How to choose the markets which have the best potential for the export offer?
• The methods to determine markets with economic potential and more interesting outlets,
• The Market indicators: location and distance, demography, economy, transport infrastructures, .…,
• The lawful and physical accessibility of the target markets.
- The evaluation of the potential demand for your offer on the target market
• The economic potential of the demand on the target market, (analogy method, demand of import, ratios in chain, visible
consumption, experts’ opinion),
• The potential of commercial access for the demand, (competitors, distribution, intermediaries, national channels, communication),
• The customer’s decision making process analysis on the target market. The DUAL method.
- The elaboration of your Export offer
• How to choose the most fitted incoterm 2011 to your export offer?
• How to calculate your export costs?
• How to decide on export pricing?
• How to adapt the offer communication to the target market?
• How to decide the degree of integration of your distribution policy?
Required for the course
Students are expected to come to class having read as
mandatory readings:
- The entitled document “Managing an Export project:
Methodology of an export project – Part Two-
- The course book required by the module “International
Marketing” of MSc International Business: Hollensen.S,
(2011), “Global Marketing”, 5th edition, Pearson, Prentice
Hall
67
Optionnelle pour le module /
Recommended references