Formation/Cours

• Good understanding of English (oral and written)


• Basic marketing knowledge, eg Bachelor level, is a must to avoid (eg Kottler/Keller Marketing management 14th edition: parts 1,2, 3, 4)

AIMS- The aims of the course include:

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

Part theoretical and part practical, this course teaches you how to create marketing strategies and programs in an international environment. This course is highly interactive through interactive teaching and class participation, supported with group discussions, videos, many real-life examples and class / group tasks.

With more than 20 years’ experience in many facets of international marketing, the author of this course brings in a wealth of practical knowledge, experience and anecdotes.

What students said about previous sessions

• “I liked that you awakened creativity in all of us by asking many interesting questions and encouraging us to think critically”


• “Instructor has broad experience in marketing and talked about real cases”


• “Dynamic teacher, group tasks, discovering the marketing in an international way, not too much text but pics, graphics and so on”


• “Relevant case studies”

LEARNING OUTCOMES-

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.

• Setting the stage: Course introduction, what is covered and what’s not


• Globalization


• Defining your strategy


• The elements of the International Marketing plan


• Cross-cultural communication


• Market research in multinational and multi-cultural environments


• The competition


• Your global organization


• International aspects of the Marketing mix – the 4Ps and more


• Ethics and social responsibility across the world


• Customer care


• How to go from A to B: driving your plan’s changes


• Real life examples of an International Marketing plan and Campaigns


• Future of international marketing