INTERNATIONAL MARKETING IN A MULTICULTURAL ENVIRONMENT
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
At the end of the course, the student should be able to :
1. The student should be able to understand the role of culture and its impact upon international marketing strategy.
2. The student should be able to discuss the impact of globalization forces upon the ability to standardize/localize product, price, place and promotion when entering foreign markets.
3. The student should be able to explain how international marketing managers segment, target and finally position their products for target international markets.
The course will involve 16 hours of lecture and student team presentations and case discussions. The topics covered will include the nature of international trade and the role of marketing with a focus on culture and its impact on marketing strategies, marketing positioning, consumer choice, research in a global context, and the nature of global forces and their effect upon the standardization/localization of the marketing mix variables in an international context (product, proce, place and promotion). The students will be divided up into teams, and each team will be responsible for analyzing and presenting two different cases.
