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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
J.FORD
Stakeholder(s)
J.FORD
Présentation
Goal
At the end of the course, the student should be able to :
1. The student should be able to understand the role of culture and its impact upon international marketing strategy.
2. The student should be able to discuss the impact of globalization forces upon the ability to standardize/localize product, price, place and promotion when entering foreign markets.
3. The student should be able to explain how international marketing managers segment, target and finally position their products for target international markets.
1. The student should be able to understand the role of culture and its impact upon international marketing strategy.
2. The student should be able to discuss the impact of globalization forces upon the ability to standardize/localize product, price, place and promotion when entering foreign markets.
3. The student should be able to explain how international marketing managers segment, target and finally position their products for target international markets.
Presentation
The course will involve 16 hours of lecture and student team presentations and case discussions. 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
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Travail personnel | |||
| Group Project | 16,00 | ||
| Overall student workload | 32,00 | ||
Evaluation
The students will be assessed by their ability to discuss the materials in class, each team will be given an article to discuss and a case to analyze, and the final exam will show how well the students have synthesized the material.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 50,00 |
| Autres | |||
| Etude de cas | 1,00 | 2 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
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. -