International Entrepreneurship

SOSTAC Strategic Marketing Planning

• Foundations of Strategic Marketing
• Marketing decision-making and case analysis
• Opportunity analysis, market segmentation and market targeting
• Product and service strategy and brand management
• Integrated marketing communication strategy and management
• Marketing channel strategy and management
• Pricing strategy and management
• Marketing strategy reformulation: the control process
• Comprehensive marketing programs

• Supply chain:
  Introduction to SCM
  Forecasting 
  Inventory management
  Warehousing basics
• Import and export management:
  Terms of delivery: Incoterms®
  Instruments of payments
  Payment of short term transactions
  Documents in international trade
  Financing of international transactions

• Legal and Illegal Advertising
• Company Structures
• Intellectual Property Rights: Trademarks, Design Rights, Patents and Copyright
• International Sales Contracts
• Other contracts: Licensing and Franchising, Agents and Distributors
• Competition Law
• General Data Protection Regulation (including Consumer Protection)

• You will learn how to analyse the "why" of a company or Why companies exist, and how to analyse vision statements and formulate a compelling vision yourself.
• We will dig into who you need to achieve this strategy and how to reach out to people. In support of executing a strategy, we will also cover basic market research techniques to validate strategic assumptions.
• You will learn how to set up different canvasses used for business model creation and how these could help in analysing existing models or in creating new models.
• We will discuss multiple frameworks to validate if you are maintaining the right course that was defined in your strategy.
• All subjects serve the overarching goal of understanding how to get from 'this is a nice idea' towards product market fit.

• Brand & Reputation
  You identify the differences between branding and reputation and how these two are linked.
• Business and Personal Branding
  You discover the pros and cons of business and personal branding and how to apply it to your strategy
• Principles of Reputation
  You identify the key concepts of Reputation, and how these impact in your brand
• Issues and Crisis Management
  You learn about crisis management concepts and cases, and the importance to think ahead to be prepared in case your brand experience crisis and how to react to it.
• Brand architecture
  You identify and create the pillars of your brand to construct a strong identity
• Brand Reputation Strategy
  You assemble the pieces of the puzzle and implement the essential elements of your brand to create your brand reputation strategy

• Relevant macroeconomics, politics and institutions
• Economic and political factors that affect doing business internationally
• Effects of cultural differences on global business: social aspects, formal and informal protocol, management practices, business traditions, values, negotiations, ...
• US-China trade relations and the repercussions for the EU
  Corporate life

• Storytelling and content marketing
• Storytelling and social media context
• Mindset and basic requirements for storytellers
• The function and the elements of a story
• Storycrafting versus story delivery
• CAST model as a basis for solid storytelling
• Research-crafting-editing as a process

No previous knowledge or credits required. However, this course is theoretically and practically demanding; deep engagement with the course materials and assignment is a must.

Non-exhaustive list of topics:

• Introduction to AI
• Prompt engeneering
• Different AI models and tools in practice
• AI business opportunities
• Ethical considerations and legal framework

• HRM from a business perspective:
  • brief historical overview of HRM
  • HR strategy and goal setting
  • Ulrich's HR model
  • Link with company vision, mission, values & strategic objectives
• Talent@work and employee experience:
  • workforce planning
  • employer branding
  • competence and talent management
  • sourcing, selection and recruitment
  • on-boarding
  • performance management
  • learning & development
• Reward
• Off-boarding

This course will help you to develop your skills in Dutch, the language spoken in the Netherlands and in Flanders. The learning objective is to reach level A1 of the CEFR for languages: understand and use familiar everyday basic phrases, introduce yourself and others, interact in a simple way provided the other person talks slowly and clearly and is prepared to help. However, students who are fluent in German tend to learn Dutch very fast and can reach an A2 level in one semester and will have the chance to do so. You’ll learn about the culture of Antwerp and Belgium, you’ll  recognize grammatical structures (A1) and use them (A2), you’ll develop your vocabulary, listening and speaking skills and you can choose between a more interactive and fun approach or a more classical approach focusing on grammar and vocabulary.