International Marketing Management

		Study programme	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	ARNONE Laurent		MASSET Julie

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 and scientific papers will be made available online.