Table of contents
- Introduction 2
- Organisation of the module 2
- Assessment 3
Introduction
The aim of this course is to apply the theoretical knowledge you gained in Introduction to Export Management to a company case. During this course you will develop an export plan for a chosen company and product. You will follow the steps of international market expansion approach and develop an export marketing mix for your chosen country. The seminar format will give you the possibility to discuss the development of your export plan with your lecturer and fellow classmates.
Organisation of the module
The module consists of a series of seminars. During these seminars you will gain practical insights of writing an export plan for a company. This module is part of the study unit “Strategic Export Marketing” , so you have a chance to compensate your work with grades in other modules. However, you need to have a minimum of 4.5 to be able to compensate. For the re-sit assignment you need to choose a new product and a new export country.
For exchange students:
As an exchange student you do not follow the whole specialization unit, which means you do not have the possibility to compensate your work with grades in other modules. To pass the module you need a minimum grade of 5.5.
Module Strategic Export Marketing Plan
Name of study unit Strategic Export Marketing
Department Business Management (BM)
Programme/Year/Term | Year 2 | Semester 2
Study Load 3×28 hours (Sem. 2)
Learning Objectives After completing this course students should be able to:
- Explain the main concepts of internationalization for businesses
- Discuss the differences between various distribution channels
- Describe the different forms of international payment
- Apply the export-marketing mix in an export plan
- Develop a strategic advice for entering a foreign market
Relation to other Components in the Curriculum The course is part of the private specialization unit.
Synopsis of the Module The module consists of 6 seminars of 45 minutes each.
Week 1: Company description and Internal analysis
Week 2: Country Analysis and External Analysis
Week 3: Industry and Customer analysis
Week 4: SWOT, Trends and Strategy
Week 5: Export market strategy and entry modes choice
Week 6: Marketing mix and competitive positioning
Type of Assessment Export plan
Resit Export plan
Language of Exam English
Type of feedback Group feedback on the overall assignment by appointment
Literature Leeman, J. (2017). Export Planning 2nd Edition. Amsterdam: Pearson Benelux.
Whitler, K. (2019). What Western Marketeers Can Learn from China. Harvard Business Review.
https://hbr.org/2019/05/what-western-marketers-can-learn-from-china
Assessment of the module
STRUCTURE OF EXPORT PLAN
- Executive Summary (1p)
- Introduction and reasons for export (1p)
- Company description (1-2p)
History / Mission / Vision / Goals/ Product range description - Market description of one product (1 – 2p)
Positioning, Abell- model (Customer group, Needs, Technologies) - Internal Analysis (1-2p)
Use annual report, Use internet, Use activities from Porter’s value chain
Strengths and Weaknesses - External analysis (8-9 p)
Country / Market selection, Customer analysis, Industry analysis, Competitor analysis, Distribution analysis, Opportunities & Threats - Confrontation matrix (1p)
- Export advice and strategies (1-2p)
- Export marketing mix (2-3p)
Product, Place / Distribution, Price, Promotion / Communication, People
Presentation, Politics - Payment & Delivery conditions (1p)
- Conclusion (1/2 p)
Assessment form/ Grade calculation example
Weight Grade Final grade
Summary 1 5 5
Introduction 1 5 5
Company description 2 5,5 11
Market description of one product 2 6 12
Internal Analysis 2 5 10
External analysis 6 6 36
Confrontation matrix /strategies 3 6 18
Export marketing mix 4 5,5 22
Payment & Delivery conditions 1 5 5
Conclusion 3 6 18
Yes the company should export to….and why?
Plan to enter the market
No the company shouldn’t export to…and why not?
25 142
Final grade 142/25=5,7
