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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)M.HOTA
Intervenant(s)Monali HOTA

Pré requis

Students should have followed an introductory course in marketing as well as some more advanced courses such as courses in operational marketing and consumer behaviour. Further, they should have strong analytical skills to analyse situations and arrive at solutions as well as the ability to do teamwork.

Objectifs du cours

- Understand how marketing beliefs and practices differ across cultures,
- Gain insights into the problem-solving process of international marketing,
- Gather knowledge about the tools and techniques required for successful cross-cultural marketing.

Contenu du cours

This course will teach students to analyse both marketing theory and practice from a cross-cultural perspective, by adding a cultural variable to key marketing concepts such as marketing strategy, consumer behaviour, market research, communications and advertising, marketing mix, etc.
Lecture 1: Cross Cultural Marketing Environment
Lecture 2: Developing A Cross Cultural Marketing Strategy
Lecture 3: Developing A Cross Cultural Marketing Strategy
Lecture 4: Implementing A Cross Cultural Marketing Strategy
Lecture 5: Implementing A Cross Cultural Marketing Strategy
Lecture 6: Contemporary Issues in Cross Cultural Marketing

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class8,00  
Independent work
Reference manual 's readings4,00  
Independent study
Group Project10,00  
Estimated personal workload10,00  
Individual Project2,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


The course uses a mixture of continuous assessment, a CSR online case exercise and a final project consisting of assignments that involve working in a group (Presentation of Research Papers, Case Studies: 3 hours; and Mega Cross Cultural Case Study: 7 hours) as well as opportunities for individual assessment (Class participation; CSR online case exercise: 2 hours).

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,50240,00
Written Report0,00110,00
Case study0,00125,00
TOTAL     100,00


  • Cross Cultural Marketing - Robert Rugimbana, Sonny Nwankwo (Thomson Learning Australia, 2002 (1 copy per cross cultural team supplied by library at course beginning)) -

  • Cross Cultural Marketing Reader - Monali Hota (IESEG) -

  • Culture's Consequences, Comparing Values, Behaviors, Institutions, and Organizations Across Nations Thousand Oaks CA - Geert Hofstede (Sage Publications, 2001) -

  • Cross-cultural Marketing - Paul A. Herbig (Haworth Press, 1997.) -

Ressources internet

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