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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in International Business1S1S2English
Professeur(s) responsable(s)L.VERDICKT
Intervenant(s)Laurence VERDICKT

    Ce cours apparaît dans les formations suivantes :
  • IÉSEG > MIB > MIB > 4,00 ECTS

Pré requis

Marketing principles, marketing strategic planning, 4P's, and consumer research.

Objectifs du cours

At the end of the course, the student should be able to:
- Explore the challenges faced by international marketers in today's changing political, legal, and economic environment (AACSB);
- Understand the essential constructs of marketing in an international environment;
- Learn to assess the new constraints and opportunities to organizations operating in global markets;
- Develop a deeper understanding of marketing strategy through its practical application in an international context;
- Recommend the appropriate level of standardization versus customization in the international marketing strategy (from positioning to marketing mix decisions);
- Make choices concerning various market entry strategies and understand their practical implications;
- Understand and critically analyze the role of global brands in the international marketing environment.

Contenu du cours

The 10 sessions are a progression from macro environment analysis to tactical marketing decisions:
Session 1 - Introduction to international marketing: Specificities, challenges, and opportunities;
Sessions 2 and 3 - The international environment: Political, economic, social, legal and technological trends, and the cultural diversity;
Session 4 - Consumer research in the international context. The global consumer: myth or reality?;
Session 5 - Segmentation and positioning, transferability of the competitive advantage;
Session 6 - The various entry modes and their impact on the country operations;
Sessions 7 to 9: The 4P's decisions, standardization versus customization, and the management of global brands;
Session 10 - Extensive case group work presentations.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Reference manual 's readings6,00  
Independent study
Group Project20,00  
Estimated personal workload16,00  
Charge de travail globale de l'étudiant100,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Project work
  • Case study
  • Coaching


Students are evaluated based on a contribution of their participation, interaction in class, contribution to case studies (cases analyzed in groups during the 9 1st sessions), a group project (written assignment and oral presentation of an extensive case) and individual assessment by way of an exam.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation2,00220,00
Final Exam
Written exam2,00140,00
Written Report20,00120,00
TOTAL     100,00


  • Keegan & Green, Global Marketing, 7th edition (2011), Prentice Hall -

  • Cateora, Gilly & Graham, International Marketing, 15th edition (2011), McGraw Hilll -

  • Hollensen, Global Marketing, 5th edition (2011), Prentice Hall -

  • Usunier & Lee, Marketing across Cultures, 5th edition (2009), Prentice Hall -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
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