Class objective(s) (learning outcomes)

The aim of the course is to provide an understanding of the export marketing concept as an important managerial function within the domain of small and medium-sized firms.

(i) familiarize students with the nature of international markets and marketing decisions;

(ii) provide an understanding of the major marketing tools and techniques in the context of exporting activities of small and medium-sized firms;

(iii) make students aware of the role that these tools and techniques play in helping practising export marketing managers perform their organizational tasks; and

(iv) provide students with an opportunity to analyze export marketing problems and issues of managerial importance.

Marketing of goods and services beyond the domestic market has become increasingly important for the survival and long-term viability of modern business organizations. This is due primarily to such factors as: the increasing tendency toward the adoption of liberal trade policies by most countries; the intensifying competition in the domestic market; and the widely held opinion that international trade contributes to social welfare. Within the broad framework of international business, exporting is an attractive foreign market entry and expansion mode especially for small and medium-sized firms, because of the large capital requirement by alternative types of international involvement such as joint ventures and wholly owned manufacturing overseas. Further, the establishment of export activities is vital for companies originating in the context of a relatively small country, as the limited size of the domestic market inhibits many local firms from achieving satisfactory sales levels and marked growth rates. From a national perspective, the involvement of more small and medium-sized firms in export activities is an effective approach in coping with the trade deficit problems experienced by many developed and developing countries.

Teaching and learning method(s)

Delivery of the course will be based on a combination of lectures, case study analyses and discussions, readings, and workshop exercises. The main objectives of this multi-faceted approach are to combine theoretical knowledge with managerial practice, enhance systematic thinking, stimulate class participation, and facilitate effective interaction and communication between the lecturer and students.

In case of restricted admission; selection criteria

IMPORTANT: You need to prepare a 1 page individual essay (see below) that is to be handed in on the first day of class. Late assignments will not be accepted!

Registered students who do not deliver the pre-course assignment cannot be considered for participation.
Students on the waiting list who can not deliver the pre-course assignment cannot be considered for participation, either!
Hence, students from the waiting list only have a chance to get into the course when they can provide the pre-course assignment by the indicated date.

Criteria for successful completion

PRE-COURSE ASSIGNMENT
Discuss the importance of foreign market entry and expansion for a business organization. Think of examples from your own experience or observation. These will be discussed in class. (1 page)

STUDENT TEAM DEVELOPMENT
Team work will be an important assessment constituent in the course. You are required to develop small groups of approximately five students by the end of the first class session.

EXAMINATION
There will be an exam where students will have to prepare and submit individually an analysis of a case study focussing on main problems and issues discussed during the course.

PROJECT
Each team of students will be required to assess and evaluate the export potential and growth possibilities for an existing product or brand of a small or medium-sized firm. Focusing on a particular target export market (that is to be specified), you are expected to consider systematically the main issues involved in the firm?s export decision process including:
(i) those external and internal factors that influence the firm?s decision to initiate internationalization and/or develop export activities further;

(ii) the degree of adaptation required in the marketing mix elements;

(iii) the market expansion strategy that the company should pursue in exporting; and

(iv) how management should think of penetrating the overseas market.

Each student group is required to make a presentation of this work in the last session of the course. Details regarding the project will be given in the beginning of the course.

CLASS PARTICIPATION
Students are strongly encouraged to take part in case study discussions and, also, raise and comment on issues of interest in class. It should be remembered that sharing your observations and experiences about the topic discussed would enhance understanding and facilitate dissemination of ideas in class.

Examination 50%
Project 30%
Class Participation 20%

Availability of instructor(s) for contact by students

Konstantinos Katsikeas [mailto:buscsk@leeds.ac.uk]

Miscellaneous

A reading pack containing articles and case studies with corresponding questions will be made available via the ZAS.

OVERVIEW
The emphasis of this course is placed on the establishment and development of the small and medium-sized firm in international markets. The course is concerned about the key aspects of the international environment, internal and external factors influencing the international involvement of small and medium-sized firms, foreign market entry strategies, and design, implementation and control of relevant marketing programs. Particular attention is given to the conditions under which small and medium-sized firms can initiate internationalization and subsequently maintain export commitment. By following the course, you should be able to develop a thorough understanding of overseas market entry requirements, problems, opportunities, and strategies relevant to these firms.