Strategic International Marketing In The EU Markets   Lecturer: Arthur Pereboom US Credits: 8 / ECTS: 14 Short Description Explore and learn the appropriate theories, concepts and tools to take marketing strategy into a new direction. During this strategy and innovation program, you will come to grips with strategy and innovation elements, tackle contemporary business challenges, and learn to recreate competitive advantages. In addition, you will create relevant, valuable, and integral input for sustainable growth for an actual real-life company. This experience will boost your career opportunities!
Objective Each student will learn to tackle challenges and bring innovation to business based on proven methodologies such as the Business Model Canvas and Blue Ocean Strategy. Each student will develop a strategic marketing plan enabling sustainable growth for a real-life company. Assessment - Exam (representing 50% of the final grade) - Market Report (at the end of part 1 representing 20% of the final grade) - Marketing Plan design and presentation (at the end of part 2, representing 30% of the final grade) General Organization Of The Course In this program, 3 elements are vital: The workshops: Students participate in 4 workshops of 6 hours each in which they will be trained to develop a vision on marketing and sales in an internationally challenging environment. Two workshops will be combined with a visit to embassies, the International Chamber of Commerce and to the Dutch Central Bank. The training sessions: Students will participate in 4 training sessions of 3 hours each which will help them to develop their knowledge base and skills set and will help them with the course assignments. The assignments: The assignments will help the students to work on topics such as conducting market research, gaining insight and leads, and reporting on these topics. A 10-week program with a workload per week of: 8 lectures (including preparation time) 6 (tutor/mentor) contact hours, 20-24 hours per week of homework
Course Content In the 21st century the whole world is a market place with players in, and from, every part of the globe. The business professional needs to be able to develop new business in an international setting. This program prepares students for such practical business situations. In this course students will act as an entrepreneurial marketing consultant renewing business for a company. Students will visit institutions such as embassies, chambers of commerce and networking events. Students will explore business opportunities for their SME while working closely with fellow students from Amsterdam. Our intensive learning program is developed with organizations such as embassies of the US and the Netherlands, the Dutch Central Bank, several National Business Support offices, the European Union and the Chamber of Commerce of Amsterdam. Lecturers and tutors with international business experience will present business topics such as positioning, communication, branding, international business trends, marketing and business forecasts. There are also weekly fact-finding clinics and review sessions to support the students’ professional development. All further information can be obtained on the TNS Intranet, which offers a wealth of information including our own books, videos, podcasts, e-books as well as flyers in many different languages. This site plays an important role during the course. Result At the end of this program you will deliver a bid book and a marketing plan, with a solid financial basis, enabling the company to develop new business opportunities and sustainable growth. Given the fact that the students’ allocated marketing budget is limited, they need to combine cost focus and creativeness. Guest Lecturers Daphne Gerritse, Piogg Fashion Company Owner Norbert Holthaus, Atradius Marketing Manager Credit Insurance Manolo Marquez, ABN Amro Manager Risk and Trade for the Fashion Segment Literature Ansoff, H.I.: Corporate Strategy Kottler, Ph: Principles of Marketing Kim, C. W., & Mauborgne, R. (2005): Blue Ocean Strategy Osterwalder, A., & Pigneur, Y.: Business Model Generation ABN Amro International trade export possibilities in Europe 2014 Atradius – EU report and market monitor CBS Internationalisation Monitor 2014, Statistics Netherlands Eurostat Europe in figures – Eurostat yearbook 2013/2014 ING Bank International Trade Study 2012-2014