Description du cours

Intitulé de l'Unité d'Enseignement

International Marketing

Code de l'Unité d'Enseignement

21IDM26

Année académique

2019 - 2020

Cycle

MASTER

Nombre de crédits

5

Nombre heures

60

Quadrimestre

2

Pondération

Site

Montgomery

Langue d'enseignement

Anglais

Enseignant responsable

Zynga Andrea

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

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

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

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

Méthodes pédagogiques

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 .

Mode d'évaluation

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.

Références bibliographiques

slide decks (see Moodle)