Lesson Plan

• Describe the macro‑ and micro‑environment factors used to identify attractive international markets.
• Apply a weighted scoring model to screen and select target markets.
• Compare entry‑mode options and justify the choice based on control, risk and resource considerations.
• Develop a concise international marketing plan that adapts the 4 Ps to the chosen market.

• Projector and screen
• Laptop with internet access
• Printed handouts of market‑attractiveness criteria tables
• Case‑study worksheets and scoring rubrics
• Whiteboard and markers
• Sticky notes for exit tickets

Start with a quick poll: “Which global brands have you seen expand recently and why?” Connect this to students’ prior knowledge of the marketing mix. Explain that by the end of the lesson they will be able to identify, select and recommend an entry mode for a new international market, using clear success criteria.

1. Do‑now (5') – Students list three international brands they know and discuss perceived market challenges.
2. Mini‑lecture (10') – Overview of PESTEL analysis and market‑attractiveness criteria with slide examples.
3. Group scoring activity (15') – Teams apply a weighted rubric to two sample countries and rank them.
4. Segmentation & fit analysis (10') – Groups identify key consumer segments for the top‑ranked market and match company strengths.
5. Entry‑mode workshop (15') – Using case cards, each group selects an entry mode, outlines control, risk and investment, and justifies the choice.
6. Plan outline (10') – Individually draft a brief 4 Ps adaptation outline for the chosen market.
7. Exit ticket (5') – Write one sentence stating the most suitable entry mode and why.

Recap the key steps from market identification through entry‑mode selection and the adapted marketing mix. Collect exit tickets to gauge understanding, and assign homework: research a real company’s recent entry into a new country and prepare a one‑page summary linking the lesson’s framework to the case.