Description du cours

Intitulé de l'Unité d'Enseignement

International Marketing

Code de l'Unité d'Enseignement

21IEM10

Année académique

2019 - 2020

Cycle

MASTER

Nombre de crédits

5

Nombre heures

60

Quadrimestre

1

Pondération

Site

Anjou

Langue d'enseignement

Français

Enseignant responsable

MUNINGER Marie-Isabelle

Objectifs et contribution de l'Unité d'Enseignement au programme


Prérequis et corequis

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

Description du contenu



Méthodes pédagogiques

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
Teaching Method
? Ex-cathedra
? Guest speakers

Pedagogical Support
? Slides on ICHEC Campus
? 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 that also include concrete examples. Besides, students will be asked to work on business cases and to read academic papers that will be debated in class. Guest speakers might also be invited.

Pedagogical Support
The teaching materials include reference books, slides, videos, and business cases that will be communicated by the professor through ICHEC Campus. A bibliography will also be shared with the group.



Mode d'évaluation

PART A: BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
1. Written exam in January (+ open question on a real case presented during the course) – The exam can be oral in June & September according to the number of registered students => 60% of total grade

Evaluation criteria:
1. Analysis
2. Innovation of the proposed strategies and tactics
3. Strategic approach & coherence
4. Use and understanding of the class concepts

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

PART B: INTERNATIONAL MARKETING MANAGEMENT
1. Written exam in January. The exam can be oral in June & September according to the number of registered students => 60% of total grade

Evaluation criteria:
a. Analytical thinking
b. Ability to translate theoretical concepts into practical exercises
c. Ability to summarize answers in a complete and clear way
d. Strategic and creative thinking

2. L'Oreal Brandstorm case study in groups of 3 students => 40% of total grade
3. BONUS points can be obtained through active participation in class.

Références bibliographiques

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