Formation/Cours

At the end of the course, the student should be able to:
* Effectively search for, identify, and analyse information related to global market opportunities
* Conduct a market attractiveness analysis
* Determine appropriate market entry strategies
* Develop a global marketing strategy
* Design appropriate marketing programmes on a global basis
* Have greater awareness about ESRS topics such as ethical considerations in global marketing, global CSR and sustainability issues.

This course presents an introduction to global 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 work on a group project applying the concepts learned in class to a global company of their choice and to demonstrate their knowledge based on a short MCQ exam at the end of the course. An active, interactive, and critical approach is fundamental for this course.