Course description

Name of course

International Marketing

Course code

21IEM10

Academic year

2020 - 2021

Cycle

Number of credits

Number of hours

Quadrimestre

Pondération

Site

Anjou

Language of instruction

English

Main teacher

TLATLI Fathi

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
? Distant learning
? Guest speakers

Pedagogical Support
? Slides on ICHEC Moodle
? 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 in remote learning that also include concrete examples. Besides, students will be asked to work on a business case, L’Oreal Brandstorm.

Pedagogical Support
The teaching materials include reference books, slides, videos, and business cases that will be communicated by the professor through Moodle.

Evaluation mode

PART A: BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
1. Digital written exam (on the WiseFlow platform) in January (multiple choice questions presented during the course) => 60% of total grade

Evaluation criteria:
a. Analysis
2b Understanding of the concepts and examples presented during the class
c. Coherence

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

PART B: INTERNATIONAL MARKETING MANAGEMENT
1. Digital written exam (on the WiseFlow platform) in January (multiple choice questions presented during the course) => 60% of total grade

Evaluation criteria:
a. Analytical thinking
b. Ability to translate theoretical concepts into practical uses
c. Strategic and creative thinking

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

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