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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Master GE1S1S2English
Professeur(s) responsable(s)K.ZEUGNER-ROTH
Intervenant(s)Katharina Zeugner-Roth Renée Kim

Pré requis

No formal prerequisites. However, students should have basic knowledge about marketing concepts.

Objectifs du cours

At the end of the course, the student should be able to :
- Effectively search for, identify, and analyse information related to global market opportunities
- Conduct a market attractiveness analysis and select markets to enter
- Determine appropriate market entry strategies
- Develop a global STP strategy
- Design appropriate marketing mix decisions on a global basis
- Work in an international and intercultural environment

Contenu du cours

This course presents an introduction to global marketing. The topics covered in class include the international marketing context, the selection process of potential international markets and alternative market entry strategies, the development of the international marketing strategy, and the standardisation vs. adaptation debate when designing the international marketing mix. In addition to lectures, the course consists of (video) case studies, in which students will have to critically apply the concepts discussed in class and propose their own solutions to the various real-life problems and/or situations. Last but not least, students will be asked to demonstrate their knowledge based on a short MCQ exam at the end of the course. An active, interactive, and critical approach is fundamental for this course.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings4,00  
Independent study
Group Project8,00  
Estimated personal workload8,00  
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

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


The course will be evaluated based on your participation in class, case studies that will be prepared in groups in class and a MCQ exam

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Case study2,00450,00
TOTAL     100,00


  • Hollensen, S. (2012): Essentials of Global Marketing, 2nd edition, Pearson Higher Education -

  • Advised Books: Ghauri, P. and Cateora, P. (2010): International Marketing, 3rd Edition, McGraw-Hill Education. -

  • Johansson, Johny K. (2009): Global Marketing - Foreign Entry, Local Marketing, & Global Management, Fifth Edition, McGraw-Hill/Irwin: New York. -

  • Keegan, W.J. and Green, M. (2013): Global Marketing, 7th Edition, Pearson: Harlow. -

Ressources internet

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