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International Marketing


Les Masters du Rizomm - FGES ( RIZOMM )

Code Cours :


Niveau Année de formation Période Langue d'enseignement 
Année 2Anglais
Professeur(s) responsable(s)Ton Kroese
Intervenant(s)Pas d'autre intervenant

    Ce cours apparaît dans les formations suivantes :
  • Faculté de Gestion, Economie & Sciences - Masters du Rizomm - Master 1 International Management - Année 1 - 3 ECTS
    Faculté de Gestion, Economie & Sciences - Masters du Rizomm - Master 2 International Management - Année 2 - 3 ECTS

Pré requis

Practise of English language, basic knowledge of the fundamentals of strategy and marketing.

Basic knowledge of the fundamentals of strategy and marketing. Good comprehension of English.

Objectifs du cours

AIMS- The objectives of the course are to:

· Learn how to assess country’s market potential and challenges

· Develop an advance level of understanding of marketing in an international and multinational environment

· Provide the capacity to build a marketing plan in multi-country environments with the best possible marketing impact

LEARNING OUTCOMES- Upon successful completion of the course, the student will be able to:

· Apply basic international marketing theories and concepts to understand the environment (including political, economic, social, technological, legal and cultural aspects)

· Gather and analyse information related to international business opportunities and threats for a particular market

· Demonstrate autonomy and originality in building effective marketing plans in different countries

Contenu du cours

Part 1: Intercultural communication

. Challenges of Living in a Global Society

. Understanding Communication

. Understanding Culture

. The Influence of Culture on Perception

. Developing Relations with Culturally Different Others

. Becoming an Effective Intercultural Communicator

Part 2: Fundamentals: Marketing, the organization, strategy building

• Definition of marketing

• The role of marketing in the organization

• Strategic marketing: various strategies

• Strategic marketing: blue oceans vs red oceans

• Typologies of markets

Part 2: Marketing in an international, cross cultural environment

• Market orientation

• Selling your products cross borders

• International versus domestic pricing

• From traditional media to social media

• Market research: knowing the market and think before you act

• Marketing and ethics

• Keeping your customer: loyalty programs in an international environment

Part 3: Building and executing the plan:

• How to get your product to the customers: distribution

• How to get your product to the customers: partners

• The value chain

• Building a marketing plan: from strategy to operational…

• Market intelligence: segment, choose and focus

How to finance your marketing activities?

• Measuring ROMI: the proof of the pudding….

• The future of international marketing

Modalités d'enseignement

Organisation du cours

There are 18 contact hours and students are expected to spend at least twice as much time at home for pre-readings and assignments. Teaching methods include: lectures, group discussions, individual and group tasks and case studies.

Méthodes pédagogiques


    Contrôle continu : coeff. 1


    • ||
      Ghauri, P.N. and Cateora, P. (2014). International Marketing, 4th Edition, McGraw Hill.||
      Liu, S., Gallois, C. and Volcic, Z. (2010). Introducing intercultural communication: Global cultures and contexts. Los Angeles, CA.: Sage.||
      Usunier, JC and Lee JA (2013). Marketing Across Cultures. 4th Edition., Prentice Hall

    * Informations non contractuelles et pouvant être soumises à modification
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