Description du cours

Intitulé de l'Unité d'Enseignement

International Marketing

Code de l'Unité d'Enseignement

21IEM10

Année académique

2020 - 2021

Cycle

MASTER

Nombre de crédits

5

Nombre heures

60

Quadrimestre

1

Pondération

Site

Anjou

Langue d'enseignement

Anglais

Enseignant responsable

TLATLI Fathi

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
? 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.

Mode d'évaluation

PART A: BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
1. Written exam in January (multiple choice questions + open question on a real case presented during the course) => 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 (multiple choice questions + open question on a real case presented during the course) => 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

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