International Marketing

5 crédits

30.0 h

Enseignants

Jupsin Thierry;

Langue
d'enseignement

Anglais

Thèmes abordés

Building on the fundamental marketing concepts, this course will examine the specificities of operating a business in an international context. Globalization has first led companies to standardize their marketing strategies across countries. Yet, more recently, some of them have discovers the limits of an excessive standardization and are now developing global marketing that take local specificities into account.
The objectives of this course are to:
1) Examine how small and bigger companies develop marketing strategies on international markets.
2) Understand the importance of cultural differences when building a brand strategy in a globalized world.

Acquis
d'apprentissage

A la fin de cette unité d’enseignement, l’étudiant est capable de :

On successful completion of this program, each student will acquire the following skills :

Action-orientation, implementing solutions in context based on analysis and diagnosis
Problem-solving orientation, through knowledge activation and application
Pragmatism and risk-evaluative mindset when developing and implementing new product/service idea
Understanding of a situation in its local and international socio-economic context and detection of strategic issues of operational problems and solutions
Leadership and teamworking

The course will help students to :

Study the latest evolution and changes of international marketing
Understand how to approach the different cultures in a globalized world
Learn how to realize an international marketing plan

La contribution de cette UE au développement et à la maîtrise des compétences et acquis du (des) programme(s) est accessible à la fin de cette fiche, dans la partie « Programmes/formations proposant cette unité d’enseignement (UE) ».

Contenu

Globalization or localization of marketing strategies
Culture impact on international marketing strategies

Méthodes d'enseignement

Lectures, case studies, 3 conferences with marketing practitioners, group assignments

Modes d'évaluation
des acquis des étudiants

Continuous evaluation

Date: 1/12, 8/12, 15/12, 22/12 (timeslots: 8:30 - 12:45 and 14:00 - 16:45, unless specified otherwise)
Type of evaluation: Group assignments to be presented during lectures (30% of final grade) and online quiz about conferences (10% of final grade)
Comments: Attendance to conferences and group assignment presentations are compulsory. All necessary information regarding the continuous evaluation is to be found on Moodle

Evaluation week

Oral: No
Written: No
Unavailability or comments: No

Examination session

Oral: Yes
Written: Yes
Unavailability or comments:
1. If one of the three part of the evaluation process is not completed, students do to respect the course requirement and will be given an 'Absent' for the first and second session. '
2. If students fail the course in the first session, they will only be evaluated in the second session via a written or oral exam (to be confirmed). Students keep their work results as well as the result they obtained from the conferences quizzes. '

Bibliographie

KEEGAN WJ and GREEN MC (2004), Global Marketing Management, Prentice Hall series in Marketing International Edition, 9^th Edition.

Faculté ou entité
en charge

CLSM

Programmes / formations proposant cette unité d'enseignement (UE)

Intitulé du programme

Sigle

Crédits

Prérequis

Acquis
d'apprentissage

Master [120] en sciences de gestion

GESM2M

Master [120] en ingénieur de gestion

INGE2M

Master [120] en sciences de gestion

GEST2M

Master [120] en ingénieur de gestion

INGM2M