Course description

Title of the Teaching Unit

International Marketing

Code of the Teaching Unit

21IDM26

Academic year

2023 - 2024

Cycle

Number of credits

Number of hours

Quarter

Weighting

Site

Montgomery

Teaching language

English

Teacher in charge

Zynga Andrea

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 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 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 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 1: The International Market and its Actors
1) What is a Market?
2) What are the Actors?
3) Sustainability and Circular Economy
• Part 2: The Actors and their Behaviors
4) A Cross Cultural Approach of Marketing Introduction to Culture
Focus on Emerging Markets
Ethics in International Marketing
5) The Job-To-Be Done Concept
• Part 3: Analyzing the International Market Structures
PART B : INTERNATIONAL MARKETING MANAGEMENT
Introduction to international marketing management

1. Entering international markets:
• International market research
• International segmentation, targeting and positioning

2. The global marketing mix:
• Global brand and product decisions
• Global communication decisions
• Global pricing decisions
• Global distribution decisions

Teaching methods

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
Teaching Method
- Ex-cathedra
- Guest speakers
- Mini-Cases Support
- Slides on ICHEC Campus

PART B : INTERNATIONAL MARKETING MANAGEMENT
Teaching Method
There are lectures by the professor that include concrete examples and cases.
Pedagogical Support
The teaching materials include reference books, slides, videos, and business cases .

Assessment method

Online written open-book exam on 11 June 18h-20h in the form of a business case.(because of Covid 19)

August exam: 27/8/20 18-20h (same as in June: online (WiseFlow) open-book exam in the form of a business case.

References

slide decks (see Moodle)