| Code | Type | Head of UE | Department’s contact details | Teacher(s) |
|---|---|---|---|---|
| UW-U1-GESTIN-002-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 | ?% |
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 |