Course title: Research in Int'l Business & the Global Market
Bulletin description: "Strengthening skills in analyzing international markets and conducting a business plan. International business entry strategy, international environment analysis, international business risks, and more."
Semester: Fall 2007
Instructor: Dr. Yikuan Lee
Supervisor: Dr. Joel Nicholson Int'l Business Department Chair
Project work: IBUS 620 is an undergraduate course, however, I petitioned to take this class as independent study. I wanted exposure to methodologies related to international marketing research so that I could apply them to a project that I already had in mind over the summer.
I conducted secondary research to analyze Vietnam as a possible destination for a California-based business considering international expansion. Primary research was conducted to familiarize myself with Vietnamese consumers, including attitudes towards a hearing protection product. The primary research was rather exploratory and unscientific in nature. However, learning the methodologies was more important than the accuracy of the primary research.
This class was super helpful in understanding the importance of truly understanding what consumers want, and how making assumptions about this can result in business failure. I also learned tons about conducting primary research, and how that can be a good basis for a marketing strategy.
I had many chances to present in front of the class, and while I'm no Bill Clinton, I'm feeling MUCH more confident in my speaking abilities.
Many thanks to Dr. Lee for letting me sit in on the lectures and present my findings to the class. Much appreciation also goes to Dr. Nicholson for supervising my progress and providing guidance along the way.