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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)F.BADDAR
Intervenant(s)Fawaz BADDAR

Pré requis


Objectifs du cours

At the end of the course, the student should be able to:
-Display a systematic understanding and critical knowledge of relationship marketing and cross-cultural theories and models.
-Demonstrate an understanding of how to build strategic relationships between customers and suppliers across borders
-To identify and critically analyze the factors and cultural variables influencing relationships, communication and negotiation styles across national borders.
-To demonstrate an understanding of how to uphold international sales negotiations
-Demonstrate self-awareness, sensitivity, and openness to diverse people and cultures

Contenu du cours

Part 1- Cross-Cultural Marketing: Theory background of global marketing strategies, cultural theories and their impact on international business relationships and negotiations.

Part 2 - Relationship Marketing: Relationship marketing theories and strategies, approaches in building, developing and maintaining relationships between supplier-customer in international context, and how to anaylze these relationships and gain competitive advantage

Part 3 - Cross-Cultural Negotiations: An overview and up-to-date information on international communication and negotiations strategies, and understanding of the importance of cultural elements and differences on negotiations.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Reference manual 's readings5,00  
Independent study
Group Project8,00  
Estimated personal workload8,00  
Charge de travail globale de l'étudiant42,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Interactive class


The assessment is based on the two main components
1- Group presentation
2- Written exam

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,00140,00
Final Exam
Written exam0,00160,00
TOTAL     100,00


  • International Marketing - Ghauri, P. & Cateora, P.

    (3rd ed). McGrawhill.(2010)

  • A set of articles and case-studies - -


  • Marketing Across Cultures (5th ed). Pearson - Usunier, J-C. & Lee, J.A.

    2009, 5th edition, Pearson

  • Communicationg in Global Business Negotiations: A Geocentric Approach - Rudd, J.E. & Lawson, D.R.

    2007, Sage

  • Marketing Management: A Relationship Approach - Hollensen, S.

    2010, 2nd ed., Pearson

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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