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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)K.ZEUGNER-ROTH
Intervenant(s)Katharina Zeugner-Roth , Fabian Bartsch , Christina Sichtmann

Pré requis

This courses focuses on the application of international marketing principles. Since the theory will not be explicitly tackled, students should know the basic concepts of international marketing such as foreign market selection and entry strategies, as well as the international marketing mix. If they do not have any preliminary knowledge, they have to take the course "international marketing" before this course.

Objectifs du cours

- Design and implement international marketing strategies
- Identify attractive target markets and segments
- Determine an appropriate market entry strategy
- Draft an international marketing plan (product, price, place and promotion)
- Understand the pros and cons of decisions related to the choice of manufacturing locations
- Work in an international and intercultural environment

Contenu du cours

Working in groups, students experience market entry and expansion as a category manager for Allstar Brands, a major consumer products company. The U.S. market has matured, and Asia has been identified as having the best potential for future growth. The toothpaste brand management team must decide which of the six countries is the most attractive for their Allsmile brand and then how to expand their presence throughout the region. Local or regional strategies can be developed and implemented using customized and/or standardized marketing programs. Countries being considered for expansion include China, Japan, India, South Korea, The Philippines and Thailand.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings6,00  
Independent study
Group Project9,00  
Estimated personal workload9,00  
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

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


The students will be evaluated based on in-class assignments that will help them to develop their international marketing strategy, their performance in the simulation and the synthesis of their results.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project16,00160,00
Written Report0,00330,00
TOTAL     100,00


  • Feick, Lawrence, Roth, Martin & James, Stuart (2011), Country Manager - The International Marketing Simulation, Interpretive Software. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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