INTERNATIONAL MARKETING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
This course focuses on the specificities of international marketing. Basic marketing principles will not be covered and, hence, are a prerequisite of this course.
At the end of the course the student should be able to :
– Design, implement and evaluate international marketing strategies
– Demonstrate an international mindset (1.A)
– Thoroughly examine a complex business situation (6.A)
– Identify attractive target markets and segments and determine an appropriate market entry strategy
– Draft an international marketing plan (product, price, place and promotion)
– Successfully collaborate within a intercultural team (1.B)
– Convey powerful messages using contemporary presentation techniques (4.C)
This course presents an introduction to international marketing. The topics covered in class include the international marketing context, the selection process of potential international markets and alternative market entry strategies, the development of the international marketing strategy, and the standardisation vs. adaptation debate when designing the international marketing mix. In addition to lectures, the course consists of (video) case studies, in which students will have to critically apply the concepts discussed in class and propose their own solutions to the various real-life problems and/or situations. Last but not least, students will be asked to demonstrate their knowledge in an exam at the end of the course. An active, interactive, and critical approach is fundamental for this course.
