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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
K.ZEUGNER-ROTH
Stakeholder(s)
K.ZEUGNER-ROTH, Christina SICHTMANN
Présentation
Prerequisite
*** The course INTERNATIONAL MARKETING is a prerequisite of this course.
All students that have not followed this course will automatically be de-registered. Exchange students that have done a course similar to international marketing can participate if they contact the course coordinator with the syllabus as well as official proof of attendance of that class (e.g., grade report).
All students that have not followed this course will automatically be de-registered. Exchange students that have done a course similar to international marketing can participate if they contact the course coordinator with the syllabus as well as official proof of attendance of that class (e.g., grade report).
Goal
At the end of the course the student should be able to :
- Design, implement and evaluate international marketing strategies
- Identify attractive target markets and segments and determine an appropriate market entry strategy
- Draft an international marketing plan (product, price, place and promotion)
- Understand the pros and cons of decisions related to the choice of manufacturing locations
- Demonstrate an international mindset (1.A)
- Thoroughly examine a complex business situation (6.A)
- Synthesize multifaceted information from various sources across different functional fields (6.B)
- Predict how business and economic cycles could affect organizational strategy (5.A)
- Successfully collaborate within a intercultural team (1.B)
- Design, implement and evaluate international marketing strategies
- Identify attractive target markets and segments and determine an appropriate market entry strategy
- Draft an international marketing plan (product, price, place and promotion)
- Understand the pros and cons of decisions related to the choice of manufacturing locations
- Demonstrate an international mindset (1.A)
- Thoroughly examine a complex business situation (6.A)
- Synthesize multifaceted information from various sources across different functional fields (6.B)
- Predict how business and economic cycles could affect organizational strategy (5.A)
- Successfully collaborate within a intercultural team (1.B)
Presentation
In this simulation game, students work in groups on a market entry and expansion plan as a category manager for Allstar Brands, a multi-national consumer products company. The traditional markets of Western Europe, North America, and Australia have matured, and Asia has been identified as having the best potential for future growth. Countries being considered for expansion include China, Japan, India, South Korea, The Philippines and Thailand. The toothpaste brand management team must decide which of the six countries is the most attractive for their Allsmile brand and then how to expand their presence throughout the region. A regional strategy has to be be developed and implemented using customized or standardized marketing programs.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 4,00 | Preparation of the Country Manager Manual | |
| Travail personnel | |||
| Group Project | 10,00 | In-Class Simulation | |
| Charge de travail personnel indicative | 10,00 | In-Class Simulation | |
| Overall student workload | 40,00 | ||
Evaluation
The students will be evaluated based on in-class assignments that will help them to develop their international marketing strategy, their performance in the simulation and the synthesis of their results.
The solution of the in-class assignments will be discussed collectively in class, based on (student) presentations and questions. Feedback and results of the simulation are available directly after advancing with the simulation. 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 results of the simulation are available directly after advancing with the simulation. 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 |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 5,00 |
| QCM | 1,00 | 1 | 5,00 |
| Exercices | 6,00 | 3 | 30,00 |
| Autres | |||
| Projet Collectif | 16,00 | 1 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Feick, Lawrence, Roth, Martin & James, Stuart (2011), Country Manager - The International Marketing Simulation, Interpretive Software. -
Hollensen, S. (2012): Essentials of Global Marketing, 2nd edition, Pearson Higher Education -
Hollensen, S. (2012): Essentials of Global Marketing, 2nd edition, Pearson Higher Education -
Internet resources
IESEG online
Class material and presentations given during the course will be available on the course website.
Country Manager Software