International Marketing

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.

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 : 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 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

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 discoverd the limits of an excessive standardization and are now developing global marketing that considers local specificities.
The objectives of this course are twofold:

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.

Teaching methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

• Lectures, case studies, conferences, videos and a brand project linked to a real company problem.

Evaluation methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

Continuous assessment
Group works based on cases and conferences to hand out during Q1P2.
Quizzes on conference content.

Examination in session

First session (January): The course will be evaluated based on an individual exam (60%), on a group project (30%), and on 4 quizzes completed at the end of each conference (10%).
Note If one part of the evaluation process is not completed, students won’t have respected the course requirements and will get a 0 for the specific part. Malus points will be attributed (up to 3 points) if the group work based on the cases is not done on time or not achieving the requirements.
Therefore, it is compulsory:

• To attend the conferences and to answer the related quizzes
• To present your group project 
• To hand in the homework related to the cases before each session
• To attend the individual exam

Second session (August): If students fail the course in the first session, they will only be evaluated in the second session via an individual exam (written or oral exam). Students don’t have the opportunity to represent the team work and quizzes in the second session, and keep the grade attributed for these parts in the first session. The potential malus points will still also be integrated in the final mark.

Other information

See detailed information on Moodle (LLSMS2002 – International Marketing, P. T. Jupsin)

Online resources

Download teaching slides and case studies via Moodle

Bibliography

 Keller, K.L. (2013), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th edition, Harlow: Pearson Education Ltd.

Faculty or entity

CLSM