5 crédits
30.0 h
Q1
Enseignants
Jupsin Thierry;
Langue
d'enseignement
d'enseignement
Anglais
Préalables
Introduction to Marketing
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.
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
d'apprentissage
A la fin de cette unité d’enseignement, l’étudiant est capable de : | |
| 1 | On successful completion of this program, each student will acquire the following skills :
The course will help students to :
|
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
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 considers local specificities.
The objectives of this course are twofold:
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 considers local specificities.
The objectives of this course are twofold:
- Examine how small and bigger companies develop marketing strategies on international markets.
- Understand the importance of cultural differences when building a brand strategy in a globalized world.
Méthodes d'enseignement
Lectures, case studies, conferences , videos and a group project linked to a real company problem.
Modes d'évaluation
des acquis des étudiants
des acquis des étudiants
Continuous assessment
Group work to hand out during Q1P2 (19/11 – 3/12).
Quiz on conference content.
Case study preparation during the four-week course.
Examination in session
January: Writing on the whole course material (60%), group project (30%), and 4 quizzes (10%).
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.
September: Written or oral exam on the whole course material. Students keep the grade attributed for the group project and quizzes.
Group work to hand out during Q1P2 (19/11 – 3/12).
Quiz on conference content.
Case study preparation during the four-week course.
Examination in session
January: Writing on the whole course material (60%), group project (30%), and 4 quizzes (10%).
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.
September: Written or oral exam on the whole course material. Students keep the grade attributed for the group project and quizzes.
Autres infos
See detailed information on Moodle (LLSMS2002 – International Marketing, P. T. Jupsin)
Ressources
en ligne
en ligne
Download teaching slides and case studies via Moodle
Bibliographie
KEEGAN WJ and GREEN MC (2004), Global Marketing Management, Prentice Hall series in Marketing International Edition, 9th Edition.
Faculté ou entité
en charge
en charge
CLSM
