Course description

Name of course

International Marketing

Course code

21IEM10

Academic year

2019 - 2020

Cycle

Number of credits

Number of hours

Quadrimestre

Pondération

Site

Anjou

Language of instruction

French

Main teacher

Sluysmans Marie

Objectifs et contribution de l'Unité d'Enseignement au programme

Part A : Behaviors of International Markets & Actors
• Understand the difference between a national and international market
• Identify the major international market actors
• Understand the actors’ behaviors in a cross cultural perspective
• Analyze the international market structures
• Evaluate the market attractiveness and select a market in function of a company strategy
• Develop a strategy for market penetration

Part B : International Marketing Management
• Provide a thorough analysis on how the international environment will affect domestic companies in their strategy
• Understand the importance of global information systems and market research in a global context
• Learn how to implement a global strategy, including segmentation, targeting an positioning
• Review the marketing mix elements and understand how these are impacted by a global environment

Prerequisites and co-requisites

Students should have ideally followed a basic marketing course such as: introduction to marketing. However, this isn’t compulsory.

Content description

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS

• Part 1: The International Market and its Actors
1) What is a Market?
2) What are the Actors?

• Part 2: The Actors and their Behaviors
1) A Cross Cultural Approach of Marketing
? Introduction to Culture
? Focus on Emerging Markets
2) The Satisfier Concept

• Part 3: Analyzing the International Market Structures
1) Analysis of the Market Potential within an International Perspective
2) Market Selection

• Part 4: Entering and developing the International Markets
1) International Market Channel Management
2) Market entry approaches

• Practice
1) Plenary Session: Presentation of a business game
2) Follow-up Q&A Sessions
3) Plenary Session: synthesis of the experience gained through the exercise & sharing of learnings.

PART B : INTERNATIONAL MARKETING MANAGEMENT

Introduction to international marketing management

Part 1: Entering international markets
1. International market research

Part 2: The global marketing mix:
1. Designing an international brand/product strategy
2. International pricing décisions
3. Global distribution channels
4. Global advertising and PR
5. Global marketing and the digital revolution

Conclusion

Teaching methods

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
Teaching Method
? Ex-cathedra
? Guest speakers

Pedagogical Support
? Slides on ICHEC Campus
? External speakers’ presentations
? Successful Marketing in Emerging Markets: Fathi Tlatli and Marilyn Holschuh. All chapters. G2000 in 2008.

PART B : INTERNATIONAL MARKETING MANAGEMENT
Teaching Method
There are lectures by professor that also include concrete examples. Besides, students will be asked to work on business cases and to read academic papers that will be debated in class. Guest speakers might also be invited.

Pedagogical Support
The teaching materials include reference books, slides, videos, and business cases that will be communicated by the professor through ICHEC Campus. A bibliography will also be shared with the group.

Evaluation mode

PART A: BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
1. Written exam in January (+ open question on a real case presented during the course) – The exam can be oral in June & September according to the number of registered students => 60% of total grade

Evaluation criteria:
1. Analysis
2. Innovation of the proposed strategies and tactics
3. Strategic approach & coherence
4. Use and understanding of the class concepts

2. L'Oreal Brandstorm case study in groups of 3 students => 40% of total grade

PART B: INTERNATIONAL MARKETING MANAGEMENT
1. Written exam in January. The exam can be oral in June & September according to the number of registered students => 60% of total grade

Evaluation criteria:
a. Analytical thinking
b. Ability to translate theoretical concepts into practical exercises
c. Ability to summarize answers in a complete and clear way
d. Strategic and creative thinking

2. L'Oreal Brandstorm case study in groups of 3 students => 40% of total grade
3. BONUS points can be obtained through active participation in class.

Bibliography

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
? Successful Marketing in Emerging Markets: Fathi Tlatli and Marilyn Holschuh. All chapters. G2000 in 2008.
? International Business: Michael R. CzinKota, Ilka A. Ronhkainen, Michael H. John Wiley & Sons Edition in 2009.
? Consumer Behavior: Michael R. Solomon. Pearson Prentice Hall in 2009.

PART B : INTERNATIONAL MARKETING MANAGEMENT
? Global marketing 9th edition.; Warren J Keegan, Mark Mc Green; Pearson Global edition, 2017
? International marketing 17th edition; Philip R. Cateora, Mary C. Gilly, John L. Graham; Mc Graw Hill, 2016