3706506: Discover New Markets

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Semester:SS 14
Lektionen / Semester:50.0 L / 37.5 h
Selbststudium:112.5 h



Masterstudium Entrepreneurship - Major Finance (01.10.2008)
Masterstudium Entrepreneurship (01.10.2008)
Masterstudium Entrepreneurship (01.09.2012)


  • International Market Environment
(Insights into International Marketing, Trade Organisations and Trade Policy, Intercultural Aspects, Economic Environment, Political and Legal Framework Conditions).
  • International Market Entry and Development of Markets
(Organisation, Implementation and Control, Market Research, Market Entry and Expansion).
  • Export Marketing Mix
(Product Adaptation, Pricing, Marketing Communication, Distribution Management).
  • Global Marketing Mix
(Global Product Management and Global Brand Development, Global Services, Global Logistics and Purchasing, Global Pricing, Global Communication Policy).


During Discover New Markets the lecture content is intensified and deepened through treatment of business problems resulting in the following leaning outcomes and requisite skills:

  • The educational journey Discover New Markets provides the participants with practically relevant insights into internationalisation in new, developing markets. The study trip is conducted for example in China, India, Latin America, Scandinavia on an alternating basis.
  • Through university lectures and talks with entrepreneurs, the students are provided with insight into the most significant influential factors impacting business dealings in a selected international market.
  • The students are taught practically relevant implementation processes for internationalisation, including explanations of country-specific business customs, negotiation practices, intercultural particularities, market entry strategies and shifting of individual units in the value added chain.

Social and Methodological Skills
  • The students receive the opportunity of directly applying their knowledge accrued from the lectures to everyday business dealings in a foreign destination.
  • The students practice their intercultural skills in direct contact with foreign cultures and market conditions.



During the Discover New Markets the theories and fundamentals of International Entrepreneurshipare applied and expanded. Debriefings are conducted by the lecturers.


Required reading

  • Hisrich, R.D. (2012). International Entrepreneurship - Starting, Developing and Managing a Global Venture (2. Ed.). Thousand Oaks: SAGE.

  • Recommended are current English-language journal articles. The articles are available to students for downloading at the Moodle.


Further material (scripts, transparencies, links etc) are gonna be available for the participants at the Moodle (direct link below).


Examination through a pretest before the start of the course (50%) plus evaluation of project work and engagement during the program (50%).


24.04.201413:00 - 14:00H2
01.06.201400:00 - 00:00Extern
02.06.201400:00 - 00:00Extern
03.06.201400:00 - 00:00Extern
04.06.201400:00 - 00:00Extern
05.06.201400:00 - 00:00Extern
06.06.201400:00 - 00:00Extern
07.06.201400:00 - 00:00Extern
08.06.201400:00 - 00:00Extern