Academic year
2019-20
Is found in:
- International Curriculum, programme stage 2
This is a single course unit.
Study load:
3 credits
Weight:
3,00
Total study time: 75,00 hours
Possible deadlines for learning account: 01.12.2019 () or 15.03.2020 ()
Organisation of education
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
It is not possible to enrol in this course unit under
- exam contract (to obtain a credit).
- exam contract (to obtain a degree).
Special admission is required to enrol in this course unit under credit contract.
Co-ordinator: Bruyr Karin
Language course: No
Languages: Dutch
Scheduled for: Semester 1 or Semester 2
Objectives
Can indicate the importance and opportunities to be internationally active on a commercial level.
Can explain the components of an international product policy (product innovation, brand policy, assortment policy, service policy, ...).
Can explain the components of an international price policy.
Can explain the components of an international communication policy (communication target group, communication objectives, communication strategy, message, communication mix: instruments and media, budget, impact measurements).
Can explain the components of an international distribution policy.
Contents
Importance and opportunities to be internationally active on a commercial level
Components of an international product policy
- Product innovation
- Brand policy
- Assortment policy
- Service policy
Components of an international price policy
Components of an international communication policy
- Communication target group
- Communication objectives
- Communication strategy
- Message
- Communication mix: Instruments and media
- Budget
- Effects measurements
Components of an international distribution policy
Internationalization process
Order of enrolment
There are no prerequisites for this course.
Prerequisites
The arrangements regarding prerequisites applied for this course unit are in the Faculty’s educational and examination regulations (FOER).
Final objectives
can develop, implement, monitor and adjust a marketing policy |
Study guidance
Individual learning problems can always be reported to the lecturer and will be remedied.
Formative feedback
Evaluation
Evaluation(s) for first exam chance
Moment | Form | % | Remark |
Non-periodic | Paper | 20,00 | |
Periodic | Written examination | 80,00 | |
Evaluation(s) for re-sit exam
Moment | Form | % | Remark |
Non-periodic | Paper | 20,00 | |
Periodic | Written examination | 80,00 | |
Other study materials
Slides, hand-outs guest speakers & own notes