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Establishment
Teaching content
MARKETING
Training officer(s)
K.ZEUGNER-ROTH
Stakeholder(s)
Katharina Zeugner-Roth
Renée Kim
Renée Kim
Présentation
Prerequisite
No formal prerequisites. However, students should have basic knowledge about marketing concepts.
Goal
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
- 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
Presentation
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
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 4,00 | ||
| E-Learning | 2,00 | ||
| Recherche | 2,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Charge de travail personnel indicative | 8,00 | ||
| Overall student workload | 40,00 | ||
Evaluation
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
Ressources
Bibliography
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. -
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. -
Internet resources