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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)G.DE KERVILER

Pré requis

No formal prerequisites. However, students should have basic knowledge about marketing concepts.

Objectifs du cours

At the end of the course, the student should be able to:
1. The student should be able to understand the role of culture and its impact upon international marketing strategy.
2. The student should be able to discuss the impact of globalization forces upon the ability to standardize/localize product, price, place and promotion when entering foreign markets.
3. The student should be able to explain how international marketing managers segment, target and finally position their products for target international markets.

Contenu du cours

The course will involve 16 hours of lecture and student team presentations and case discussions. The topics covered will include the nature of international trade and the role of marketing with a focus on culture and its impact on marketing strategies, marketing positioning, consumer choice, research in a global context, and the nature of global forces and their effect upon the standardization/localization of the marketing mix variables in an international context (product, proce, place and promotion). The students will be divided up into teams, and each team will be responsible for discussing one of the assigned academic readings for the course and for providing an analysis of one of the assigned cases for the course.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent study
Group Project16,00  
Charge de travail globale de l'étudiant32,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Case study


The students will be assessed by their ability to discuss the materials in class, each team will be given an article to discuss and a case to analyze, and the final exam will show how well the students have synthesized the material.

Type de ContrôleDuréeNombrePondération
Case study0,30120,00
Continuous assessment
Oral presentation0,30120,00
Final Exam
Written exam2,00150,00
TOTAL     100,00


  • There are no books assigned for the course, but there are six short cases which will be used for discussion and sixteen academic articles which are provided for the students for class participation. -

* Informations non contractuelles et pouvant être soumises à modification
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