Code | Type | Head of UE | Department’s contact details | Teacher(s) |
---|---|---|---|---|
UW-MM-SCGEST-001-M | Compulsory UE | ARNONE Laurent | W727 - Marketing et Communication |
Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Credits | Weighting | Term |
---|---|---|---|---|---|---|---|---|---|
Français | 0 | 0 | 0 | 0 | 0 | 4 | 4 |
AA Code | Teaching Activity (AA) | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term | Weighting |
---|---|---|---|---|---|---|---|---|
W-MAKO-020 | ?% |
Objectives of general skills
- 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.
UE's Learning outcomes
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.
UE Content
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.<br style="color: rgb(102, 102, 102); font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11px;" /> 1) The company general strategy and the export process <br style="color: rgb(102, 102, 102); font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11px;" /> 2) Market studies and market selection at the international level<br style="color: rgb(102, 102, 102); font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11px;" /> 3) Cultural issues in marketing in different countries<br style="color: rgb(102, 102, 102); font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11px;" /> 4) Segmenting, Targeting, and Positioning in an international context<br style="color: rgb(102, 102, 102); font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11px;" /> 5) The selection of the mode of entry<br style="color: rgb(102, 102, 102); font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11px;" /> 6) Marketing mix at the international level : - Internationale product strategy - Internationale price strategy - International place strategy - International promotion strategy<br style="color: rgb(102, 102, 102); font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11px;" /> 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.
Term 1 for Integrated Assessment - type
- Presentation and works
- Written examination
Term 2 for Integrated Assessment - type
- N/A
Term 3 for Integrated Assessment - type
- Presentation and works
- Written examination
Resit Assessment for IT - Term 1 (B1BA1) - type
- N/A
Type of Teaching Activity/Activities
AA | |
---|---|
W-MAKO-020 |
Mode of delivery
AA | |
---|---|
W-MAKO-020 |
Required Reading
AA | |
---|---|
W-MAKO-020 |
Required Learning Resources/Tools
AA | |
---|---|
W-MAKO-020 |
Recommended Reading
AA | |
---|---|
W-MAKO-020 |
Recommended Learning Resources/Tools
AA | |
---|---|
W-MAKO-020 |
Other Recommended Reading
AA | |
---|---|
W-MAKO-020 |
Term 1 Assessment - type
AA | |
---|---|
W-MAKO-020 |
Term 1 Assessment - comments
AA | |
---|---|
W-MAKO-020 |
Resit Assessment - Term 1 (B1BA1) - type
AA | |
---|---|
W-MAKO-020 |
Resit Assessment - Term 1 (B1BA1) - Comments
AA | |
---|---|
W-MAKO-020 |
Term 2 Assessment - type
AA | |
---|---|
W-MAKO-020 |
Term 2 Assessment - comments
AA | |
---|---|
W-MAKO-020 |
Term 3 Assessment - type
AA | |
---|---|
W-MAKO-020 |
Term 3 Assessment - comments
AA | |
---|---|
W-MAKO-020 |