Acquis d'apprentissage 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.

Contenu de l'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

Compétences préalables

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.

Types d'évaluation Q1 pour l'épreuve intégrée

• Présentation et travaux
• Examen écrit

Types d'évaluation Q2 pour l'épreuve intégrée

• Néant

Types d'évaluation du Q3 pour l'épreuve intégrée

• Présentation et travaux
• Examen écrit

Types d'évaluation rattrapage B1BA (Q1) pour l'épreuve intégrée

• Néant