Course ID number (filled by the Dean’s Office) |
Course syllabus
General information
Course title: | International Market Segmentation | |||
Faculty: | Management |
Programme of study: |
International Business | |
Study level: (please tick) |
x BA x MA |
Academic year: | 2021/2022 | |
Number of ECTS points: | 3 |
Course completion method: (please tick) |
¨ With an exam xWithout an exam |
|
Language of instruction: |
English | Course teaching team: | ||
Course leader: | PhD Marta Grybś-Kabocik | |||
Lectures: | Prof. Słąwomir Smyczek | |||
Classes: | Prof. Justyna Matysiewicz | |||
Lab classes: | - | |||
Department of the course teaching team: |
Department of Consumption Research | |||
Course status: (please tick) |
¨ Compulsory x Elective |
Course time frame: (no. of semesters) |
1 | |
Course forms | Number of hours |
Lectures | 15 |
Classes, Workshops, Brainstorming, Discussion | 30 |
Individual preparation | 45 |
Total number of hours | 90 |
Course objective and key words | |
Course objective: to increase students’ knowledge about international consumer segmentation | |
Course key words: segmentation, cosnumers, internationalization |
Course content
1. Market Segmentation - overview |
2. Market segmentation process (criterium, attractiveness, profiles) |
3. Target market choice (5 strategies) |
4. Positioning |
5. Market Segmentation on the global market |
6. Determining the effectiveness of market segmentation |
Teaching and learning methods
Lectures about international segmentation and its steps in different cultures will be given. Workshops on segmentation and positioning from different cultural perspectives will be provided. The knowledge can be trained during interactive methods of lectures and workshops like game.
Learning outcomes
Code of the learning outcomes | Student learning outcome achieved in the course | Methods of assessing the outcomes | Documentation |
Knowledge | |||
IB1_W05 | Student has basic knowledge on the subject of relationships between business entities as well as other subject and institutions creating international and intercultural environment | Written tasks discussion | Tasks solution samples in online format |
IB1_W06 | Student differentiates between the relationships typical for entities functioning in international markets | Written tasks discussion | Tasks solution samples in online format |
IB1_W12 | Possesses elementary knowledge of international market research, in particular of research problems as well as research methodology, tools and techniques. | Discussion | Tasks solution samples in online format |
Skills | |||
IB1_U01
|
Student is able to identify and interpret phenomena and business, social and managerial processes occurring in the international scale, along with their conditions | Discussion | Written version saved in disc |
IB1_U02
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Student is able to use basic theoretical knowledge concerning international business and associated disciplines in order to interpret and analyse the circumstances of business entities operating on domestic and international markets. | Case study | Written version saved in disc |
IB1_U07
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Student is able to analyse and interpret systems of norms applicable to different cultural, economic and legal circumstances | Case study | Written version saved in disc |
Social competences | |||
IB1_K02 | Student can cooperate and work on a team, also on involving representatives of other cultures | Self work | Examples of tasks solved |
IB1_K08 | Student is prepared to acquire and enhance international business knowledge on his/her own | Self-work | Examples of tasks solved |
Assessment methods
Assessment mode | Description | Weight (percentage of the final grade) |
1. Workshops | Presenting a comprehensive solution to a selected case study as well as further discussion questions | 50% |
2. Game | Descriptive solutions to tasks in the game | 50% |
Course literature
McDonald, M. (2012). Market segmentation: How to do it and how to profit from it. John Wiley & Sons.