5 credits
30.0 h
Q1
Teacher(s)
Jupsin Thierry;
Language
English
Main themes
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.
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.
Aims
At the end of this learning unit, the student is able to : | |
| 1 | On successful completion of this program, each student will acquire the following skills :
The course will help students to :
|
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
Content
- Globalization or localization of marketing strategies
- Culture impact on international marketing strategies
Teaching methods
Lectures, case studies, 3 conferences with marketing practitioners, group assignments
Evaluation methods
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)
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Comments: Attendance to conferences and group assignment presentations are compulsory. All necessary information regarding the continuous evaluation is to be found on Moodle
- Oral: No
- Written: No
- Unavailability or comments: No
- 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. '
Bibliography
KEEGAN WJ and GREEN MC (2004), Global Marketing Management, Prentice Hall series in Marketing International Edition, 9th Edition.
Faculty or entity
CLSM
