A hands-on training to understand the challenges of exporting
The students, divided into groups of 3 to 5, are required to carry out an export market study on behalf of a regional SME over a 4-month term. The research process covers everything from data collection to drafting and defending strategic and operational recommendations. It aims to determine whether the targeted French SME is ready to develop its export activity in a new market (country or geographical area) identified by its management.
Each group will focus on the case of a company in a specific market: South Africa, Scandinavian countries, United Arab Emirates, Portugal, etc. The chosen companies are issued from various sectors: Carriat, Maison Adam, Pastels Girault, Vermande, Lynxdrome, Vetalis, MHW... For this mission, the teams are supervised by export specialists - French Foreign Trade Advisors, company managers, consultants or specialist teachers.
Course of the project
At the beginning of the month, the students met with the tutor who will work with them throughout the project. Two monthly meetings are planned to supervise their work, spread over 4 phases between December and April:
- Macro and micro analysis with training sessions on support organisations, assessment criteria for internationalisation capacity or creation of an interview guide to interview export professionals.
- Marketing analysis with sessions dedicated to entry modes, export & digital and logistics
- Specific export training modules on financial management, marketing, technical standards and incoterms
- Final training sessions on sustainable marketing strategy, followed by diagnosis and presentation of recommendations to a jury of professionals and KEDGE professors.
Learning objectives
- Develop, through experience, expertise, tools and techniques for conducting export market research
- Analyse, synthesise and review in a complex environment
- Demonstrate communication and argumentation skills
- Show the ability to work in a group in a professional and multicultural context
All work will be assessed on the following criteria:
- Pragmatism and feasibility of recommendations
- Initiative: gathering primary information, identifying contacts in the target export market
- Professional behaviour of the students
- Critical distance, triangulation and traceability
- The coherence and rigour of the argumentation presented in the report and in the oral presentation
- Formal aspects of the report and oral presentation
Studying international business at KEDGE
This course is representative of the learning-by-doing pedagogy in the MSc International Business, combining in-depth academic teaching with an immersive learning experience. This high profile programme, delivered in English, explores the various cultural and geopolitical factors of international business and recreates its complexities. Students are constantly exposed to current industry issues and have access to a wide network of partner companies, boosting their employability after graduation. Its comprehensive curriculum, spanning six areas of study across three campuses, has earned it first place in the EdUniversal 2022 rankings in the 'International Business' category.
International business research at KEDGE
