Graduate Certificate in International Management

		Study programme	Français
		International Marketing Management
		Programme component of Graduate Certificate in International Management à la Warocqué School of Business and Economics

Code	Type	Head of UE	Department’s contact details	Teacher(s)
UW-U1-GESTIN-002-M	Compulsory UE	N.	SSERV - Aucun service	ARNONE Laurent MASSET Julie

Language of instruction	Language of assessment	HT(*)	HTPE(*)	HTPS(*)	HR(*)	HD(*)	Credits	Weighting	Term
Anglais, Français	Français	15	10	0	0	0	4.00	4.00

AA Code	Teaching Activity (AA)	HT(*)	HTPE(*)	HTPS(*)	HR(*)	HD(*)	Term	Weighting
W-MAKO-020	International Marketing Management	15	10	0	0	0	Q1	100.00%

Unité d'enseignement

Learning Outcomes of UE

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.

Content of UE

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 : - Internationale product strategy - Internationale price strategy - International place strategy - International promotion strategy 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.

Type of Assessment for UE in Q1

Presentation and works
Written examination

Q1 UE Assessment Comments

Written exam : 50% + Group works, essays + exercise sessions (in class) : 50%

Type of Assessment for UE in Q2

Q2 UE Assessment Comments

Not applicable

Type of Assessment for UE in Q3

Presentation and works
Written examination

Q3 UE Assessment Comments

Written exam : 50% + Group works, essays + exercise sessions (in class) : 50%

Type of Resit Assessment for UE in Q1 (BAB1)

Q1 UE Resit Assessment Comments (BAB1)

Not applicable

Type of Teaching Activity/Activities

AA	Type of Teaching Activity/Activities
W-MAKO-020	Cours magistraux Conférences Travaux pratiques Travaux de laboratoire Exercices de création et recherche en atelier Projet sur ordinateur Etudes de cas

Mode of delivery

AA	Mode of delivery
W-MAKO-020	Face to face

Required Reading

AA
W-MAKO-020

Required Learning Resources/Tools

AA	Required Learning Resources/Tools
W-MAKO-020	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