| 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 |
Contents
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 level3) Cultural issues in marketing in different countries4) Segmenting, Targeting, and Positioning in an international context5) The selection of the mode of entry6) Marketing mix at the international level : - Internationale product strategy - Internationale price strategy - International place strategy - International promotion strategy7) 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 and scientific papers will be made available online.
Other Recommended Reading
Not applicable
Mode of delivery
- Face to face
Term 1 Assessment - type
- Presentation and works
- Written examination
Term 1 Assessment - comments
Written exam : 50% + Group works, essays + exercise sessions (in class) : 50%
Term 2 Assessment - type
- N/A
Term 2 Assessment - comments
Not applicable
Term 3 Assessment - type
- Presentation and works
- Written examination
Term 3 Assessment - comments
Written exam : 50% + Group works, essays + exercise sessions (in class) : 50%
Resit Assessment - Term 1 (B1BA1) - type
- N/A
Resit Assessment - Term 1 (B1BA1) - Comments
Not applicable
Type of Teaching Activity/Activities
- Cours (cours magistraux; conférences)
- Travaux pratiques / travaux de laboratoire / exercices de création et recherche en atelier / projet sur ordinateur /études de cas