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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)J.FORD

Objectifs du cours

At the end of the course, the student should be able to :

Integrate successfully in an international company and interact with intercultural and multicultural teams, partners and contacts, and the student should be able to understand the role of culture as it affects the viewpoints of the firm's customers and howe to adjust corporate marketing strategy accordingly.

Contenu du cours

The course will involve 16 hours of lecture and student team case presentations. The topics covered will include the nature of international trade and the role of marketing with a focus on culture and its impact on marketing strategies, marketing positioning, consumer choice, research in a global context, and the nature of global forces and their effect upon the standardization/localization of the marketing mix variables in an international context (product, proce, place and promotion). The students will be divided up into teams, and each team will be responsible for analyzing and presenting two different cases.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent study
Group Project16,00  
Charge de travail globale de l'étudiant32,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Case study


The students will be assessed by their ability to discuss the materials in class, each team will be given two cases to analyze, and the final exam will show how well the students have synthesized the material.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam2,00150,00
Case study1,00240,00
TOTAL     100,00


  • There are no books assigned for the course, but there are six short cases which will be used for discussion and sixteen academic articles which are provided for the students for class participation. -

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