 | Study programme 2018-2019 | Français | |
 | International Marketing Management | ||
Activité d'apprentissage à la Warocqué School of Business and Economics |
| Code | Lecturer(s) | Associate Lecturer(s) | Subsitute Lecturer(s) et other(s) |
|---|---|---|---|
| W-MAKO-020 |
|
|
| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term |
|---|---|---|---|---|---|---|---|
| Anglais, Français | Français | 15 | 10 | 0 | 0 | 0 | Q1 |
Content of Learning Activity
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 : - International product strategy - International price strategy - International place strategy - International promotion strategy 7) Cases of international marketing planning
Required Learning Resources/Tools
Ghauri, P.N., & Cateora, P., (2014), International Marketing (4th Edition), London: McGraw Hill
Usunier, J.C., & Lee, J.A. (2009), Marketing Across Cultures (5th Edition), Pearson
Recommended Learning Resources/Tools
Articles, cases studies, managerial and scientific papers will be made available online.
Other Recommended Reading
Not applicable
Mode of delivery
- Face to face
Type of Teaching Activity/Activities
- Cours magistraux
- Conférences
- Travaux pratiques
- Etudes de cas
Evaluations
The assessment methods of the Learning Activity (AA) are specified in the course description of the corresponding Educational Component (UE)