Formation/Cours

This course is based on classic / modern marketing theories, and is created to give students a practical and real-life look at international marketing.

Part theoretical and part practical, this course teaches students how to create marketing strategies and programmes in an international environment.

Particular attention will be paid to intercultural issues, and the challenges of intercultural communication.

After completion of this course, the students have a good understanding of the specifics of marketing in an international and multicultural environment and should be able to define an international marketing plan to create the best possible marketing impact.

• Environmental scanning and country entry selection criteria;


• Awareness and understanding of the concept of culture/identification of cultures and national identities;


• Cultural awareness and understanding of the importance of intercultural communication;


• Theoretical concepts relating to intercultural communication;


• The impact of culture, and cultural difference, on different elements of the marketing mix,


• Introduction to company case: sustainable marketing internationally;


• Consumer behavior and market research across cultures;


• Group case presentations