Fiche détaillée d'un cours


Voir la fiche établissement



IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
International MBA1S1English
Professeur(s) responsable(s)T.LYONS
Intervenant(s)Tim LYONS

Pré requis

1. Knowledge (Savoir) Familiarise oneself with the essential elements of an international marketing plan and how these play out in a commercial environment
2. Know-How, Skills (Savoir-faire) Capability of drafting a global marketing plan; Capability of conducting a global marketing sensitivity analysis; Capability of constructing a market entry analysis
3. Attitudes, Qualities (Savoir-Etre) Ability to evaluate markets on a global or regional basis;
Sensitivity to operating in a global branding environment

Objectifs du cours

1. Understand the essential constructs of marketing in an international environment (AACSB-I -- assessed by part of the examination that deals with essential marketing constructs in an international setting)
2. Understand the way in which operating in international markets place different constraints and offer different opportunities to organizations operating in an international environment
3. Develop a deeper understanding of marketing strategy through its practical application in an international environment
4. Properly use the main methodologies related to every marketing operational system.
5. Understand the nature of global segments and how this impacts various marketing decisions such as communications, positioning and global pricing
6. Understanding the role of the global supply chain in the context of marketing outcomes
7. Examine markets to make choices concerning entry strategies (AACSB II -- assed through an assignment that checks for market entry choices )
8. Understand the role of global brands in a global marketing environment

Contenu du cours

1. Introduction to International Marketing and a discussion of the external environment and its impact on the marketing process. The global competitive environment

2. How cultural differences shape the way in which global marketers develop strategy

3. The role of market research in the marketing planning process

4. Marketing communications and its role in global branding

5. Exercise about global segmentation and global buyer behaviour. An introduction to Pecha Kucha as a technique.

6. Managing the supply chain for a more effective global marketing response

7. Market selection and entry strategies

8. Case study about market entry strategy

9. International products, services and brands

10. Case study about global brands

11.International pricing. Debriefing.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture24,00   18 hours of faculty-led sessions and 6 hours of interactive session with a manager
Independent work
Reference manual 's readings8,00   Preparatory readings
Independent study
Group Project20,00   For a single participant, the assignment accounts for 12 hours of work and 8 hours of work preparing the report
Individual Project11,00   Preparation for in-class case-studies
Estimated personal workload12,00   Individual study and preparation for final exam
Charge de travail globale de l'étudiant75,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Seminar
  • Project work
  • Case study


Group assignment: To be submitted within one month after the completion of the course 20%

Final exam: Individual solution of a case previously sent to participants. Exam is closed book (other than a fresh copy of the case study being provided to students in the exam). Students are to bring no notes to the class 40%

Case study about global brands: Team assignment and presentation

Case study about Market entry strategy: Team assignment and presentation 20%

Participation: 20%

AACSB Grades will be provided separately to the program coordinator

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00140,00
Group Project20,00120,00
Continuous assessment
Oral presentation0,50120,00
TOTAL     100,00


  • Slides provided by the teacher. -

  • 2 x case studies provided by the teacher -

  • Reading pack supplied by teacher with 5 key readings from industry based publications -

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