Course description
Name of course
International Marketing
Course code
21IEM10
Academic year
2020 - 2021
Cycle
Number of credits
5
Number of hours
60
Quadrimestre
1
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