Course description

Title of the Teaching Unit

International Marketing

Code of the Teaching Unit

21IEM10

Academic year

2025 - 2026

Cycle

Number of credits

Number of hours

Quarter

Weighting

Site

Anjou

Teaching language

English

Teacher in charge

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
• Conduct thorough analyses of how the international environment affects domestic companies and their strategies
• Understand the importance of market research in a global context
• Implement global strategies, including segmentation, targeting and positioning
• Review marketing mix elements and understand how these are impacted by international environments.

Competency Goals :
CG1 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 2025
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
1. Entering international markets:
• Marketing Information Systems and international market research
• International market selection process & global segmentation
2. Designing the international marketing programme:
• International brand and product decisions
• International pricing decisions
• International distribution decisions
• International communication decisions
3. Organization, implementation and control of the international programme
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
The course combines multiple pedagogical approaches to ensure both theoretical understanding and practical application:
In-Class Learning:
• Ex-cathedra lectures delivered in person, presenting core concepts and frameworks illustrated through numerous concrete examples and case studies
• Guest speaker(s) sharing their professional experience in specific areas of expertise
• Interactive elements including polls, quizzes, and Q&A sessions to maintain engagement
• Student group presentations and peer discussions

Preparation & Application:
• Pre-class preparation through assigned individual readings, articles, and videos to complement knowledge and provide critical perspectives
• Case study analysis and group work
• Business case studies, including the L'Oréal Brandstorm competition

Pedagogical Support
The teaching materials include slides, videos, external speaker presentations, and business cases available through ICHEC Moodle, plus reference books.
The slides constitute the main support and will be available the day before each session for download and in-class annotation. Reference books are recommended for deepening concepts but are not mandatory.
Articles and case studies are posted on the platform to illustrate and enrich the theoretical concepts.

Use of Artificial Intelligence:
This course follows ICHEC's general principles for AI use, encouraging intelligent, critical, and transparent usage that maintains academic integrity and originality. Specific levels of AI integration will be defined for each assignment.

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 – January Session (60% of final grade)
Closed-book exam (2 hours covering both Part A and Part B) featuring multiple question formats including short open-ended questions. Based on all material covered during course sessions.
August Session: Alternative format will be communicated if needed.
2. Group Assignment – L'Oréal Brandstorm Case Study (40% of final grade)
Collaborative project in groups of 5 students, combining written analysis and oral presentation components.

Evaluation Criteria:
Students will be assessed on:
• Knowledge & Understanding: Mastery of key concepts and theoretical frameworks
• Analysis & Application: Ability to apply theories to real-world cases and problem-solving scenarios
• Creativity & Strategic Thinking: Originality, strategic insight, and innovative approaches
• Communication & Coherence: Clarity, logical structure, and persuasive reasoning

Additional Considerations:
Collaboration & Contribution: Team engagement and individual participation (bonus points)
Specific AI usage guidelines will be provided for each assessment component

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.; Svend Hollensen & Ana Bogdanovic; Pearson Global edition, 2025. [previous editions also valid]