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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
J.VAKKAYIL
Stakeholder(s)
F.Bartsch
Présentation
Prerequisite
- Have a good understanding of a companies marketing environment
- Possese the necessary skills to conduct independent research on a case study
- Some experience with both macro and micro-level firm strategy
- The ability to efficiently work in an international team environment.
- Possese the necessary skills to conduct independent research on a case study
- Some experience with both macro and micro-level firm strategy
- The ability to efficiently work in an international team environment.
Goal
1.A Demonstrate an international mindset (IMKT AACSB Grade 1.A)
5.A. Predict how business and economic cycles could affect organizational strategy
5.C Employ state-of-the-art management techniques (IMKT AACSB Grade 5.C)
5. D Make effectual organizational decisions
6.A Thoroughly examine a complex business situation
6.F Anticipate the implications of top-level decisions for the whole organization
6. D Combine new knowledge with hands-on experiences and experiential projects to address organizational challenges
7. Effectively selected international markets.
8. Understand how to develop global and local brands in international markets.
9. Understand international consumer segments against the backdrop of globalization.
5.A. Predict how business and economic cycles could affect organizational strategy
5.C Employ state-of-the-art management techniques (IMKT AACSB Grade 5.C)
5. D Make effectual organizational decisions
6.A Thoroughly examine a complex business situation
6.F Anticipate the implications of top-level decisions for the whole organization
6. D Combine new knowledge with hands-on experiences and experiential projects to address organizational challenges
7. Effectively selected international markets.
8. Understand how to develop global and local brands in international markets.
9. Understand international consumer segments against the backdrop of globalization.
Presentation
This course discusses the complexities of international marketing in a globalizing society. It focuses on the key
decisions a manager faces in the international marketing environment. In addition to lectures, students will
apply the theory learned in class based on group discussions, in-class exercises and business cases. After the course, students should have gained knowledge about globalizing markets, how they affect business decision, and how local/regional/global cultures shape international business decisions.
decisions a manager faces in the international marketing environment. In addition to lectures, students will
apply the theory learned in class based on group discussions, in-class exercises and business cases. After the course, students should have gained knowledge about globalizing markets, how they affect business decision, and how local/regional/global cultures shape international business decisions.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Individual Project | 20,00 | ||
| Autoformation | |||
| E-Learning | 6,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 35,00 |
| Autres | |||
| Projet Individuel | 20,00 | 1 | 20,00 |
| Etude de cas | 10,00 | 3 | 30,00 |
| Contrôle continu | |||
| Participation | 16,00 | 1 | 15,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Essentials of Global Marketing, 2nd edition, Pearson Higher Education - Hollensen, S. (2012)
International Marketing, 3rd Edition, McGraw-Hill Education. - Ghauri, P. and Cateora, P. (2010)
Global Marketing - Foreign Entry, Local Marketing, & Global Management, Fifth Edition, McGraw-Hill/Irwin: New York. - Johansson, Johny K. (2009)
Global Marketing, 7th Edition, Pearson: Harlow. - Keegan, W.J. and Green, M. (2013)
International Marketing, 3rd Edition, McGraw-Hill Education. - Ghauri, P. and Cateora, P. (2010)
Global Marketing - Foreign Entry, Local Marketing, & Global Management, Fifth Edition, McGraw-Hill/Irwin: New York. - Johansson, Johny K. (2009)
Global Marketing, 7th Edition, Pearson: Harlow. - Keegan, W.J. and Green, M. (2013)