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Training Course
International Business Development
Training Concept
The decision to export and
make your way in another
nation is very similar to starting
a new business, as almost all
variables related to the market,
business culture and customers
are new.
Therefore, when an
entrepreneur makes the
decision to seize the
opportunity to bring his
products to potential new
markets, countless questions
immediately arise.
• How is my customer profile
in the foreign market?
• What is the ideal price for the
launch of my products?
• What adjustments do my
products need to be
accepted in a new market?
• Who controls the distribution
channels there?
• How much should I spend on
promotion activities and
advertising?
The success of the project will
depend on the ability of the
entrepreneur or manager of the
business to properly answer
most of these questions.
This is precisely the objective of
this training: providing
businessmen and women
outstanding tools to ensure
their competitiveness and
particularly their capacity for
development in order to deal
with the challenges that every
internationalization process
involves.
The training course is for
professionals in the private
sector and it is offered by the
Small Enterprise Promotion and
Training Program (SEPT) of
Leipzig University from
Germany.
Internationalization is itself a complex process, in which all areas of the company must be integrated.The person who is in charge of this process, has the task to unify, as internationalization is aninterdisciplinary and interdepartmental work, where all stakeholders need to be aware of theimportance of their job; and of course, all of them need to be simultaneously working towards the samegoal. This can be achieved through the establishment of an internationalization strategy, which willdefine the path of the process as an internal policy. Therefore, it is critical that all involved parties haveparticipated in the design of the strategy, as a way of achieving a broad consensus among all levels ofthe company right from the beginning.
The development of a new strategy involves criteria for choosing internationalization projects, its logicalapplication and the variations in products that should be made. All information which is needed for thisprocess can be obtained from the target market if the right tools are being used.
During the implementation of a new internationalization strategy, it could occur that the firm mayexperience threatening situations - a condition that challenges the status quo of the company. Suchsituations could arise due to the end of the product life-cycle or due to the maturity of the targetmarket. For that reason, the firm must know how to ensure a long-term survival in the abroad marketwithout neglecting its current markets.
Internationalization Management
Methodology of the TrainingThe methodology and content of this training are
inspired by the good practices and successful
experiences of the German SMEs "Mittelstand".
These companies have conquered , with their
products and services, countless international
markets.
Besides, a fundamental principle of this training
course is the exchange between the objective and
subjective approaches of the instruction process.
The Objective Approach is related to the teaching
based on units of knowledge; for instance,
international marketing and export management,
among others. Regarding methodology, classical
class room setting and case-studies discussions
will be used. This procedure allows fluent
interaction between students and course
facilitators.
On the other hand, the Subjective Approach is
related to the individual learning efforts of the
participants. This offers the participants “space to
make their own decisions”, as well as the required
flexibility to develop their capabilities and
competences. Here we especially emphasise the
application of management tools in a real project
setting.
Session 1 Topics Methods and Tools
Day 1November 25th
• SME internationalization• Global value chains• International business models
• Internationalization models• Value chain mapping• International business model
canvas
Day 2November 26th
• Customer segmentation• Market research
• Market analysis and selection• Customer profiling• Qualitative & quantitative market
research methods
Day 3November 27th
• Value proposition• Adapting products and services to
international markets• International revenue streams
• Kano Product Model• Benchmarking• Pricing strategies
CoachingIndividual appointments with Prof. Dornberger or Gunnar Kassberg
will be possible on November 28th and 29th.
Session 1: International Markets and Value Proposition
The internationalization process of a firm is connected to a variety of managerial skills. This means
that the person in charge of such process, has to master various methods and strategies of market
analysis and customer segmentation on an international level.
Session 2 Topics Methods and Tools
Day 1December 2nd
• International channels ofcommunication, distribution andevaluation
• International branding
• Marketing mix• Online marketing tools• Brand communication tools
Day 2December 3rd
• Customer RelationshipManagement
• Presentation and negotiation• Doing business with the Germans
• Planning of presentations and negotiations
• Training on negotiating with German customers
• International pitch deck
Day 3December 4th
• Partners & resources oninternational markets
• Cost management• International Business Model
Canvas
• Analysis of financing options• Ten types of international
business innovation• Final Presentation
CoachingIndividual appointments with Gunnar Kassberg
will be possible on December 5th.
Session 2: Market Entrance Strategies
The success of a foreign company in international markets depends not only on the quality of their
products, but also on their communication, which has to be oriented to the new customers or
distribution partners. A focused and constant interaction with the customer is one critical success
factor. Presentation and launch of the new product or service to the market are essential parts of
this process.
Profile of the Trainers.
Prof. Dr. Utz Dornberger
He is the Director of the International SEPT Program of Leipzig University. This
program especially focuses on the promotion of technology transfer and
entrepreneurship in Germany as well as in several other countries around the
world. His academic and professional focus is especially on innovation in SMEs,
entrepreneurship promotion and internationalization processes. He is also the
Co-Founder of Conoscope GmbH, a consulting firm specialized in the fields of
innovation management and internationalization. He has international
experience in 5 continents and over 35 countries.
Gunnar Kassberg
Gunnar Kassberg is experienced in the management of international projects and
has worked for various institutions in Knowledge & Technology Transfer,
Business Development & Start-up Promotion. Since 2014 he is the Coordinator of
FIT4export at the International SEPT Program. His field of expertise is the
internationalization of SME, especially the planning of international market
research, analyzing cross-cultural marketing campaigns and the implementation
of online-marketing tools.
Contact
Director:
Prof. Dr. Utz Dornberger
E-Mail: [email protected]
Coordinator:
Gunnar Kassberg
E-Mail: [email protected]
Phone: +49 341 9739 764
Universität Leipzig
International SEPT Program
Ritterstr. 9-13
04109 Leipzig
Germany
Web: www.sept.uni-leipzig.de
www.fit4export.de
FB: www.facebook.com/in4in
Marketing & Organizer
Ms. Huynnh Dinh Thai Linh +84 908 506 516Email: [email protected]: Vietnamese-German University307A Nguyen Trong Tuyen Ward 10Phu Nhuan Dist HCMC
Dr. Le Hong Hai +84 903 230 819+ 84 34868 2261Email: [email protected]: Hanoi University of Science and TechnologyRoom 201, D7 Building, HUST No.1, Dai Co Viet Street, Hanoi, Vietnam.
Step 1: Fill in application form and transfer contribution tuition fee (7,500,000 VND) and
send back email to
• And CC to [email protected]
Information for payment:
Account #: 1500201074685
Account holder: TRƯỜNG ĐH BÁCH KHOA HÀ NỘI
Bank: Agirbank Ha noi Branch
Ammount: 7,500,000 VND
Please write exact statement - Hinrich Foundation “full name”
Example: Hinrich Foundation “Nguyen Van A”
Step 2: Contact organizer for arrangement letter of invitation in case of application for visa
(optional)
Step 3: Starting the courses on 25-28 November 2017 and 2-5 December 2017
