Objectives of Programme's Learning Outcomes

• Mobilise expertise in at least one area of management.
• Master the principal decision-making processes of a company.
• Mobilise acquired skills in a specific professional environment.
• Contribute to the development of innovative tools and solutions.
• Professionally communicate and present original work both orally and in writing.
• Conduct scientific reasoning on complex or innovative management issues.
• Communicate and interact in a clear and structured manner, orally and in writing, on issues, analyses and projects.
• Present and structure data in a clear, precise, neutral, and non-oriented way.
• Act in an international and multicultural context.
• Assimilate the components of the social and economic environment of a company.
• Communicate and interact in a clear and structured manner, orally and in writing in at least one other language other than French, on issues, analyses and projects.
• Demonstrate an open mind and adaption.
• Understand interactions between companies and their socio-economic environments.
• Master and appropriately mobilise knowledge and methodological approaches to understand and explain interactions between companies and their environment.
• Assimilate the components of the social and economic environment of a company.
• Mobilise the methods and management support tools in changing contexts.

Learning Outcomes of UE

At the end of this course, students will be able to understand and apply the basis of marketing strategies at the international scale. The course covers the various variables of strategic and operational marketing and explains the specificities of their adaptation to the international context. Cultural influences will also be highlighted.

Content of UE

Students will learn about choices of foreign market entry, market testing (process and key dimensions to be considered), segmentation, international product and brand management (including positioning), international pricing, and international communication.
   1) The company general strategy and the export process 
   2) Market studies and market selection at the international level
   3) Cultural issues in marketing in different countries
   4) Segmenting, Targeting, and Positioning in an international context
   5) The selection of the mode of entry
   6) Marketing mix at the international level : - Internationale product strategy - Internationale price strategy - International place strategy - International promotion strategy
   7) Cases of international marketing planning

Prior Experience

This is an advanced course. Students should have attended a marketing course such as Fondements de Marketing/Principles of Marketing and have a sound understanding of the key principles of marketing.

Type of Assessment for UE in Q1

• Presentation and/or works
• Written examination

Q1 UE Assessment Comments

Written exam : 50%  +  Group works, essays + exercise sessions (in class) : 50% 

Type of Assessment for UE in Q3

• Presentation and/or works
• Written examination

Q3 UE Assessment Comments

Written exam : 50%  +  Group works, essays + exercise sessions (in class) : 50% 

Type of Resit Assessment for UE in Q1 (BAB1)

• N/A

Q1 UE Resit Assessment Comments (BAB1)

Not applicable