SPICE 371. International Business

Transcription

1 SPICE 371

2 Course outline 2015 SPICE 371: (3 credits) Instructors Prof. Bram Suithoff MScBA, MM (coordinator) Prof. drs. Peter Bareman Guest lecturers from different companies Mr. Hofstede Mr. Gunnink Course description This course is organized as an exploration and practicum in international business with focus on (international) marketing. This course will help you to understand international business, international marketing from different perspectives. You will learn more about the different areas within the marketing profession in an international context. During the course you will meet business people from different countries and have the opportunity to learn from their international business experience. During the course you will be visiting several companies in the Netherlands, Germany and Romania. The core of the course is that you and your business team will be consulting a Dutch company and a Romanian tourism company which both are facing international marketing challenges. During the course you will be trained in presentation and communication skills. Student learning goals After following this course: a. You know how to conduct marketing research for a SME in the Netherlands and a SME in Romania b. You understand the different types of Marketing c. You understand the challenges of global Entrepreneurship d. You understand the basics of Project Management and know how to develop a Business Case for a SME in the Netherlands e. You have learned how to communicate effectively in an (international) business context f. You have learned how to present yourself and your team in a business situation

3 Consultancy assignment: Final Test During the course you will be working on in total three consultancy assignments. Two assignments for the company called Travelbags and one assignment for George Tourism. You will work on the assignments in business teams and complete the assignments in general with two 'products' or 'deliveries' per assignment. The first two consultancy assignments you will finish through: 1. a written marketing research report, including concrete advice 2. a presentation The third consultancy assignment will be seen as a final test. This assignment you will finish through: 1. a written Business Case 2. and a final presentation Travelbags Travelbags is a Dutch company based in the city Hardenberg. It s founded as an online store with the purpose to sell travel products like bags and suitcases. Nowadays, besides the online store, Travelbags opened also a store in the city of Zwolle for customers who prefer to see the products before buying the product. George Tourism George Tourism is a Romanian company based in the city Cluj organising all kinds of guided tours for groups from Romania and countries like Germany and Austria.

4 Consultancy assignments: 1.Travelbags is successful with its online concept in the Netherlands and now considers to become active on the German market. Travelbags believes the German market brings opportunities for the company. Your team is asked to conduct a marketing research to better understand the current position and the success of Travelbags in the Netherlands and to gain insight in threads / opportunities for Travelbags considering their plans to enter the German market. Come as a team with your marketing research findings and advice Travelbags in the process of starting business in Germany. 2.George Tourism wants to strengthen its market position through attracting international customers from Europe especially from Germany and Austria. George Tourism would like to especially focus on visitors (not travelling with children) with the age between 30 and 60 year. Your team will be asked to conduct a marketing research to better understand the current position of George Tourism and to gain insights in threads / opportunities for George Tourism. Come as a team with your findings and advice how George Tourism could strengthen its position for the future with this international target group in mind. 3.In the first assignment your business team looked into opportunities for Travelbags in reaching out to the German market. In this third assignment your team will be competing with the other consultancy teams. Your team is asked to write a solid business case in which your team makes clear that your team is having the best offer in marketing Travelbags to the German market. For this assignment you not only use the results of assignment one; your team needs also to come with an effective marketing strategy in how to market Travelbags to the German market. Don't forget that your offer must suit to the criteria and possibilities of your client.

5 Required Text: The required text you will find per week in this syllabus under 'reading assignments. The text will vary from Marketing to Entrepreneurship literature. You will also find articles dealing with subjects as Project Management, Presentation Skills or Financing. It is required to use the literature also in your written reports (papers). Teaching Method The core of the course is working on the three consultancy assignments in three competing business teams. The mission and task of each team is to come with useful input for both the entrepreneurs as outcome of the work on the assignments. The written papers and the business case must be valuable to use for both clients. All the classes and activities in this course are meant to support the teams in these assignments. The first presentations will be with professor Suithoff and trainer Mr.Hofstede. The second presentation will be held in Romania with professor Suithoff and the Romanian entrepreneur. The third presentation will be with professor Suithoff, some of the guest lecturers and with the representative from Travelbags. During the second and the third presentation the entrepreneurs (basically the prospects of the three business teams) will judge which team is coming with the best offer. The course will utilize core lectures, (guest) lectures, group discussions, practicum moments and company visits in the Netherlands, Germany and Romania. Each team can make use of so called consult moments. The team decides with who; guest lecturers, the entrepreneurs and/or professor Suithoff. Grading criteria Students will be graded for: 1 Class attendance and participation 10% 2 Active participation during company visits 10% 3 Papers: consultancy assignments 1 and 2 25% 4 Question forms of the company visits 20% 5 Final test: consultancy assignment 3 35% The final test consists of three parts: 1 the written Business Case 2 final presentation of the process and the content of the business case to convince Travelbags to choose your proposal 3 personal presentation skills Grading will be based on the following scale: A = % B = 80-89% C = 70-79% D = 60-69%

6 Class attendance and participation Absences: Daily class attendance is expected. Inform the instructor and the program coordinator ahead of time if you have a valid reason to be absent. See attendance policy in the handbook. The instructor will drop the final grade if the student does not adhere this rule. Participation: Active and enthusiastic participation is appreciated and expected. Especially during company visits it's important that you raise your questions and try to learn as much as possible of these experienced business people. Academic Dishonesty: In accordance with Dordt and Viaa University policy, academic dishonesty of any sort will result in an F (no credit) on that assignment or test. Grammar: All written assignments and papers must be typed, double-spaced, proofread for both grammatical and spelling mistakes, and submitted on the due date. Grammatical and spelling errors will reduce assignment grades. Late work: Scores on late papers will be reduced 10 percentage points for the first day and 5 percentage points for each additional day.

7 Lectures: Wednesday January 28 th : Prof. Suithoff Introduction : Prof. Suithoff Program : Prof.Suithoff Lecture Business Planning First information and instruction Consultancy Assignment 1: Consultancy Assignment 1: 1.Travelbags is successful with its online concept in the Netherlands and now considers to become active on the German market. Travelbags believes the German market brings opportunities for the company. Your team is asked to conduct a marketing research to better understand the current position and the success of Travelbags in the Netherlands and to gain insight in threads / opportunities for Travelbags considering their plans to enter the German market. Come as a team with your marketing research findings and advice Travelbags in the process of starting business in Germany. Meet & Greet: Wednesday January 28 th : : All Participants

8 Preparations for Friday 6 th 2015: Reading assignment 1 1.Entrepreneurship: strategies and resources: The Business Plan 2.Entrepreneurship: strategies and resources: Marketing the new venture 3.Harvard Business Review: What is Strategy? 4.Marketing Management: Tapping into Global Markets Lectures: Friday February 6 th : Prof. Suithoff Introduction Travelbags Company visit: Location: Travelbags, Melkmarkt 16, Zwolle : Prof. Suithoff Company visit Travelbags Guest lecture: : Mr. Horstra Online Marketing at Travelbags.nl Lectures: : Prof.Suithoff Lecture Marketing Strategy : Prof.Suithoff Lecture Marketing Research

9 Practicum: Wednesday February 11 th : Prof. Suithoff Practicum Assignment 1 Company visit: Friday February 13 th : Mr. Gort The company will be announced on Friday February 6 th 2015

10 Preparations for Friday February 20 th 2015: Reading assignment 2 1.Marketing Management: Managing Personal Communications Guestlecture and training: Friday February 20 th 2015 Mr.Hofstede Location: Evenementenhal, Energieweg 2, Hardenberg : Mr.Hofstede Training Presentation Skills This morning Mr.Hofstede will be working with you on personal presentation skills. You and your group will be asked to present the findings of your first assignment. Presentations Assignment 1: : Mr.Hofstede Presentation Team : Mr.Hofstede Presentation Team : Mr.Hofstede Presentation Team : Mr. Hofstede Training Communication Skills This afternoon the training will take place at a business convention in Hardenberg. Mr. Hofstede will train you on the job in personal communication skills which will prepare you for further business trips you will be making during the program.

11 Preparations for the Business Trip to Germany: Reading assignment 3 1.Marketing Management: Managing a Holistic Organization for the Long Run Business Trip Germany: Wednesday 4th of March until Friday 7th of March During the business trip Germany we will be visiting several companies in the cities Wolfsburg and Berlin. The program of the business trip you will receive end of February. In Berlin we also will meet the business owner of George Tourism. He will inform your group about the company s ambition to further gain market position in Germany and Austria. Consultancy Assignment 2: 2.George Tourism wants to strengthen its market position through attracting international customers from Europe especially from Germany and Austria. George Tourism would like to especially focus on visitors (not travelling with children) with the age between 30 and 60 year. Your team will be asked to conduct a marketing research to better understand the current position of George Tourism and to gain insights in threads / opportunities for George Tourism. Come as a team with your findings and advice how George Tourism could strengthen its position for the future with this international target group in mind.

12 Preparations for Friday March 13 th 2015: Reading assignment 4 1.Harvard Business Review: Marketing Myopia Company visit: Friday March 13 th : Prof.Suithoff The company will be announced a week before during class

13 Practicum: Wednesday March 18 th : Prof. Suithoff Practicum Assignment 2 Company visit: Wednesday March 18 th : Prof.Suithoff The company will be announced a week before during class

14 Preparations for the Business Trip to Romania: Reading assignment 5 1. Services Marketing Strategy 2. Marketing Management: Managing A Holistic Marketing Organization for the Long Run Business Trip Romania: Tuesday 22 nd March till Friday 25 th of March 2015: During the business trip Romania we will gain experiences in both, profit and non-profit marketing. We will be visiting the Romanian city Cluj. The program and travel schedule will be announced in March. During these days your team will have to present the second consultancy assignment to Prof. Suithoff and the business owner of Romanian Tourism Agency George Tourism.

15 Preparations for Wednesday April 1 st 2015: Reading assignment 6 1.Controversial Amsterdam Metro Project 2.Project Management - Prince II Process Model 3.Template Business Case Practicum: Wednesday April 1 st : Prof. Suithoff Information and instruction consultancy assignment 3 Consultancy Assignment 3: 3.In the first assignment your business team looked into opportunities for Travelbags in reaching out to the German market. In this third assignment your team will be competing with the other consultancy teams. Your team is asked to write a solid business case in which your team makes clear that your team is having the best offer in marketing Travelbags to the German market. For this assignment you not only use the results of assignment one; your team needs also to come with an effective marketing strategy in how to market Travelbags to the German market. Don't forget that your offer must suit to the criteria and possibilities of your client. Lecture: Wednesday April 1 st : Prof. Suithoff Project Management & writing a Business Case Guest lecture: Wednesday April 1 st : Mr. Gunnink Lecture Financial Management : Mr. Gunnink Lecture allocation of budgets Practicum: Wednesday March 26th : Mr. Gunnink Practicum writing the Business Case for Travelbags

16 Final Presentations: Wednesday April 8 th : Prof. Suithoff Presentation Team : Prof. Suithoff Presentation Team : Prof. Suithoff Presentation Team 3 Closing Dinner: Wednesday April 8 th 2015 Location: Zwolle, to be announced 17: : All Participants

17 ENCLOSURE overview of assignments Overview of Assignments Date Assignment Date of delivery Delivery to Febr 6 th Questions company visit Febr.11 th Charlene Geertsema Febr.13 th Questions company visit Febr.20 th Charlene Geertsema Febr.20 th Questions company visit March 3 rd Charlene Geertsema Febr.18 th Assignment 1 paper (don t forget to include/apply theoretical notes from the reading assignments) Febr. 18 th (Presentation date Febr.20 th ) Prof.Suithoff & Charlene Geertsema March 4 th (Berlin) March 5 th (Berlin) Questions company visit March 13 th Charlene Geertsema Questions company visit March.13 th Charlene Geertsema March.21 st Assignment 2 paper (don t forget to include/apply theoretical notes from the reading assignments) March.21st (Presentation date March 23 st ) Prof.Suithoff & Charlene Geertsema March 24 th (Romania) Questions company visit April 1 st Charlene Geertsema April 7 th Final Assignment: the Business Case (don t forget to include/apply theoretical notes from the reading assignments) April 7 th (Presentation date April 8 th ) Prof.Suithoff & Charlene Geertsema

18 Questions company visits: This form you will need to fill in after you visited the companies listed below. After each visit (due in the week you visited the company) you will have to mail the completed form to Marjolijn Enter. 1.Company visit February 6 th, Travelbags, Zwolle 2.Company visit February 13 th 3.Company visit February 20 th, Evenementenhal, Hardenberg 4.Company visit March 4 th, Volkswagen, Wolfsburg 5.Company visit March 5 th, Huttenpalast, Berlin 6.Company visit March 24 th, Development Organization, Romania Name: Company visited: It is important that you show through this form in what way the company visit helped you to understand the company's business and how they have set up their international marketing to target their customers. - What was your question you asked during the visit? And in what way was the response helpful to understand the business of the company better? - What types of marketing did you notice during the visit? - How does the company show that they understand their customers' needs? - Do you have a recommendation for the company in improving their marketing efforts? - How was this visit helping you in the way you prepare your consultancy offer to Vadesto? - This company visit I would like to recommend to others willing to learn from (international) business in practice: Not True True - Specify why you gave this grade to the visit: