Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
L.VERDICKT
Intervenant(s)
A.CAMPAGNOLO, R.ISHAC, Laurence VERDICKT
Présentation
Prérequis
Marketing principles, marketing strategic planning, and consumer research.
Objectifs
At the end of the course, the student should be able to:
- Understand and analyze market determinants that characterize and influence businesses in an international environment (AACSB)
- Explore the challenges faced by international marketers in today's changing political, legal, and economic environment (AACSB)
- Understand the essential constructs of marketing in an international environment;
- Learn to assess the new constraints and opportunities to organizations operating in global markets;
- Develop a deeper understanding of marketing strategy through its practical application in an international context;
- Recommend the appropriate level of standardization versus customization in the international marketing strategy (from positioning to marketing mix decisions);
- Design an international marketing strategy for a brand/company wishing to enter a new market, with a proper marketing plan presentation
- Understand and critically analyze the role of global brands in the international marketing environment.
- Understand and analyze market determinants that characterize and influence businesses in an international environment (AACSB)
- Explore the challenges faced by international marketers in today's changing political, legal, and economic environment (AACSB)
- Understand the essential constructs of marketing in an international environment;
- Learn to assess the new constraints and opportunities to organizations operating in global markets;
- Develop a deeper understanding of marketing strategy through its practical application in an international context;
- Recommend the appropriate level of standardization versus customization in the international marketing strategy (from positioning to marketing mix decisions);
- Design an international marketing strategy for a brand/company wishing to enter a new market, with a proper marketing plan presentation
- Understand and critically analyze the role of global brands in the international marketing environment.
Présentation
The 10 sessions are a progression from macro environment analysis to tactical marketing decisions:
Session 1 - Introduction to international marketing: Specificities, challenges, and opportunities;
Sessions 2 and 3 - The international environment: Political, economic, social, legal and technological trends, and the cultural diversity;
Session 4 - Consumer research in the international context.
Session 5 - Straegic choices for international expansion: Segmentation and positioning, Transferability of the competitive advantage, Segmentation and positioning, Country selection and entry strategy.
Session 6 - The various entry modes and their impact on the country operations;
Sessions 7 to 9: The 4P's decisions, standardization versus customization, and the management of global brands;
Session 10 - Extensive group project presentations.
Session 1 - Introduction to international marketing: Specificities, challenges, and opportunities;
Sessions 2 and 3 - The international environment: Political, economic, social, legal and technological trends, and the cultural diversity;
Session 4 - Consumer research in the international context.
Session 5 - Straegic choices for international expansion: Segmentation and positioning, Transferability of the competitive advantage, Segmentation and positioning, Country selection and entry strategy.
Session 6 - The various entry modes and their impact on the country operations;
Sessions 7 to 9: The 4P's decisions, standardization versus customization, and the management of global brands;
Session 10 - Extensive group project presentations.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 30,00 | ||
| Cours interactif | 10,00 | ||
| Autoformation | |||
| Recherche | 15,00 | ||
| Lecture du manuel de référence | 15,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 100,00 | ||
Évaluation
Students are evaluated based on a contribution of their participation, interaction in class, contribution to case studies (cases analyzed in groups and in class over the 9 1st sessions), a group project (written assignment and oral presentation of a comprehensive marketing plan) and individual assessment by way of an exam and individual project assignment.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 50,00 |
| Autres | |||
| Projet Collectif | 10,00 | 1 | 20,00 |
| Etude de cas | 6,00 | 1 | 10,00 |
| Projet Individuel | 5,00 | 1 | 10,00 |
| Contrôle continu | |||
| Participation | 40,00 | 1 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Keegan & Green, Global Marketing, 7th edition (2011), Prentice Hall -
Cateora, Gilly & Graham, International Marketing, 15th edition (2011), McGraw Hilll -
Hollensen, Global Marketing, 5th edition (2011), Prentice Hall -
Usunier & Lee, Marketing across Cultures, 5th edition (2009), Prentice Hall -
Cateora, Gilly & Graham, International Marketing, 15th edition (2011), McGraw Hilll -
Hollensen, Global Marketing, 5th edition (2011), Prentice Hall -
Usunier & Lee, Marketing across Cultures, 5th edition (2009), Prentice Hall -
Ressources Internet