Formation/Cours

At the end of the course, the student should be able to:
– Understand and analyze market determinants that characterize and influence businesses in an international environment (AACSB)
– Explore the challenges faced by international marketers in today’s changing political, legal, and economic environment (AACSB)
– Understand the essential constructs of marketing in an international environment;
– Learn to assess the new constraints and opportunities to organizations operating in global markets;
– Develop a deeper understanding of marketing strategy through its practical application in an international context;
– Recommend the appropriate level of standardization versus customization in the international marketing strategy (from positioning to marketing mix decisions);
– Design an international marketing strategy for a brand/company wishing to enter a new market, with a proper marketing plan presentation
– Understand and critically analyze the role of global brands in the international marketing environment.

The 10 sessions are a progression from macro environment analysis to tactical marketing decisions:
Session 1 – Introduction to international marketing: Specificities, challenges, and opportunities;
Sessions 2 and 3 – The international environment: Political, economic, social, legal and technological trends, and the cultural diversity;
Session 4 – Consumer research in the international context.
Session 5 – Straegic choices for international expansion: Segmentation and positioning, Transferability of the competitive advantage, Segmentation and positioning, Country selection and entry strategy.
Session 6 – The various entry modes and their impact on the country operations;
Sessions 7 to 9: The 4P’s decisions, standardization versus customization, and the management of global brands;
Session 10 – Extensive group project presentations.