News
Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
K.ZEUGNER-ROTH
Stakeholder(s)
K.ZEUGNER-ROTH, Renée KIM
Présentation
Prerequisite
This course focuses on the specificities of international marketing. Basic marketing principles will not be covered and, hence, are a prerequisite of this course.
Goal
At the end of the course the student should be able to :
- Design, implement and evaluate international marketing strategies
- Demonstrate an international mindset (1.A)
- Thoroughly examine a complex business situation (6.A)
- Identify attractive target markets and segments and determine an appropriate market entry strategy
- Draft an international marketing plan (product, price, place and promotion)
- Successfully collaborate within a intercultural team (1.B)
- Convey powerful messages using contemporary presentation techniques (4.C)
- Design, implement and evaluate international marketing strategies
- Demonstrate an international mindset (1.A)
- Thoroughly examine a complex business situation (6.A)
- Identify attractive target markets and segments and determine an appropriate market entry strategy
- Draft an international marketing plan (product, price, place and promotion)
- Successfully collaborate within a intercultural team (1.B)
- Convey powerful messages using contemporary presentation techniques (4.C)
Presentation
This course presents an introduction to international 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 in an 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 | ||
| Travail personnel | |||
| Group Project | 12,00 | ||
| Charge de travail personnel indicative | 6,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 2,00 | ||
| E-Learning | 2,00 | ||
| Recherche | 2,00 | ||
| 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 an MCQ exam.
The solution of the in-class assignments will be discussed collectively in class, based on (student) presentations and questions. Feedback and grades of individual assignments are available upon request. Grades are available wihin two weeks after the last assignment of the class, in line with the feedback policy of the school.
The solution of the in-class assignments will be discussed collectively in class, based on (student) presentations and questions. Feedback and grades of individual assignments are available upon request. Grades are available wihin two weeks after the last assignment of the class, in line with the feedback policy of the school.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Etude de cas | 8,00 | 4 | 50,00 |
| Contrôle continu | |||
| Participation | 16,00 | 1 | 15,00 |
| Examen (final) | |||
| QCM | 2,00 | 1 | 35,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Hollensen, S. (2012): Essentials of Global Marketing, 2nd edition, Pearson Higher Education -
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. -
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
IESEG online
The course material (including {video} case studies) is available on the course website