Course description

Title of the Teaching Unit

International Marketing

Code of the Teaching Unit

21IEM10

Academic year

2023 - 2024

Cycle

Number of credits

Number of hours

Quarter

Weighting

Site

Anjou

Teaching language

English

Teacher in charge

Gribomont Laura

Objectives and contribution to the program

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 development

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

Competency Goals :

CG 1 Disciplinary Knowledge
CG2 Operational
CG3 Responsible
CG4 Open to the world
CG6 Communicate orally and in writing in several languages

Prerequisites and corequisites

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

Content

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS

Part I: Introduction, what is international strategic marketing
1. What is a Market?
2. What are the Actors?

Part II: The Actors and their Behaviors
3. The Satisfyer concept
4. A Cross Cultural and Social Approach of Marketing
a)Introduction to Culture
b) The Evolution of the preferences and social images
c) Focus on Emerging Markets

Part III: Analyzing the International Market Structures
5. Analysis of the Market Potential within an International Perspective
6. Market Selection

Part IV: Entering and developing the International Markets
7. Market entry approaches
8. International Market Channel Management

L'OREAL BRANDSTORM 2023
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
* Physical & distant learning
* Guest speakers

Pedagogical Support
* Slides on ICHEC Moodle
* External speaker presentations
* Successful Marketing in Emerging Markets: Fathi Tlatli and Marilyn Holschuh. All chapters. G2000.

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.

Assessment method

2 AA 50% each
PART A: BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
1. Written exam in January (different type of questions , material presented during the course) => 60% of total grade

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

2. L'Oreal Brandstorm case study in groups of 5 students => 40% of total grade

PART B: INTERNATIONAL MARKETING MANAGEMENT
1. Written exam in January => 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

Calculation method

For the ICHEC department, where a teaching unit (UE) comprises several learning activities (AA), the overall grade for the UE is calculated as follows:
- If all the scores obtained for the different learning activities are greater than or equal to 10/20, the overall score will be the weighted arithmetic mean (based on the relative importance of each of the AAs in the UE) of these scores.
- If at least one of the scores obtained for an AA is less than 10/20, the overall score will then be the weighted geometric mean of the AA scores.
These modes of calculation apply when a Teaching Unit consists of several learning activities.

References

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
? Successful Marketing in Emerging Markets: Fathi Tlatli and Marilyn Holschuh. All chapters. G2000.
? 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