|
|
MKT9510 Developing Global Markets for Technical Products: Europe
1.5 credits
The primary objective of this course is to help you develop skills and gain experience in formulating, implementing, and monitoring strategies to better penetrate the European market with your technical product or service. The course focus will be primarily on marketing and sales strategies but will include HR, operational, IP, and financial implications as appropriate. The strategies and tactics developed are not based on only products designed and built in the US; they can come from any geographic location. Growth strategies developed in the course will have four main sections and will focus on opportunity assessment, entry strategy, strategy execution and growth strategies. Specific issues covered include: how to perform market research in Europe, target country selection, customer analysis, EU competition, Industry research and business culture as well as the legal/political/regulatory and ethic issues facing firms looking to expand in the EU. Additional topic covered will be entry strategy, EU marketing practices, and multi-country cross border alliances and acquisitions.
Thus, our goals for this course are:
· to gain deeper understanding of the issues in business development of technical products in Europe.
· a better understanding of successful business and marketing strategies and tactics used the EU today and how they differ from those in the US.
· an overall framework of understanding of the subject as well as the development of various practical current methods of how to expand your EU business. |
|
|
