These days all companies regardless of their size are confronted with the question of the internationalization of the market. To be present at the international level requires knowledge of cultures, institutions, agreements between countries, economic laws and functions as well as knowledge of factors that are likely to influence international strategic choices, modes of access and international marketing operations. This course provides students with an understanding of marketing in an international setting, particularly in the European context, while taking into consideration the different environments of marketing decisions. Case studies are presented regarding the French and European market in order to concretely illustrate the addressed concepts.
Prerequisites:
None
Method of presentation:
Lecture, discussion on the course and articles, student presentations, case studies (group work)
Required work and form of assessment:
Attendance & class participation (10%); *group work (25%); mid-term exam (25%); final exam (40%)
*Group work is carried out by a group of 2 or 3 students. Students choose a case study of a company or market using professional or academic resources. The group must identify an international marketing problem and provide a response/resolution. The evaluation of this assignment is based on a written paper of 15-20 pages, a 20-minute presentation, followed by 20 minutes of questions from students and the professors.
content:
Module 1: Introduction
- Fundamentals of marketing (origin; definition and approach to segmentation, targeting and positioning)
- Questions raised by the international marketing field (global and local approaches; dilemmas of standardization and adaptation)
Module 2: The International Environment
- The globalization of trade
- The framework of international institutions
- The macro-environment of international businesses
Module 3: International Marketing Strategies of Businesses
- Factors of internationalization
- Process of internationalization
- Diagnostic export
Module 4: International Strategy
- Study of foreign markets
- Segmentation, targeting, positioning
- Policies of products, pricing, and communication
- Distribution policies: presence abroad, the choice of partners
Conclusion : International Negotiation
- Prospecting
- Negotiation
- Purchase
Required readings:
Pasco-Bertho, Corinne (2007), Marketing international en 23 fiches, Paris : Dunod
Pasco-Bertho, Corinne (2007), Marketing international, Paris : Dunod.
Vernette Eric (2008), L’essentiel du marketing, Paris : Eyrolles
Recommended readings:
Revue du MOCI (Moniteur du Commerce International).
Croué, Charles (2003), Marketing international, Bruxelles : De Boeck Université.
Kotler, P., Dubois, B. et Manceau, D. (2004), Marketing Management, Pearson Education.
These days all companies regardless of their size are confronted with the question of the internationalization of the market. To be present at the international level requires knowledge of cultures, institutions, agreements between countries, economic laws and functions as well as knowledge of factors that are likely to influence international strategic choices, modes of access and international marketing operations. This course provides students with an understanding of marketing in an international setting, particularly in the European context, while taking into consideration the different environments of marketing decisions. Case studies are presented regarding the French and European market in order to concretely illustrate the addressed concepts.
None
Lecture, discussion on the course and articles, student presentations, case studies (group work)
Attendance & class participation (10%); *group work (25%); mid-term exam (25%); final exam (40%)
*Group work is carried out by a group of 2 or 3 students. Students choose a case study of a company or market using professional or academic resources. The group must identify an international marketing problem and provide a response/resolution. The evaluation of this assignment is based on a written paper of 15-20 pages, a 20-minute presentation, followed by 20 minutes of questions from students and the professors.
Module 1: Introduction
- Fundamentals of marketing (origin; definition and approach to segmentation, targeting and positioning)
- Questions raised by the international marketing field (global and local approaches; dilemmas of standardization and adaptation)
Module 2: The International Environment
- The globalization of trade
- The framework of international institutions
- The macro-environment of international businesses
Module 3: International Marketing Strategies of Businesses
- Factors of internationalization
- Process of internationalization
- Diagnostic export
Module 4: International Strategy
- Study of foreign markets
- Segmentation, targeting, positioning
- Policies of products, pricing, and communication
- Distribution policies: presence abroad, the choice of partners
Conclusion : International Negotiation
- Prospecting
- Negotiation
- Purchase
Pasco-Bertho, Corinne (2007), Marketing international en 23 fiches, Paris : Dunod
Pasco-Bertho, Corinne (2007), Marketing international, Paris : Dunod.
Vernette Eric (2008), L’essentiel du marketing, Paris : Eyrolles
Revue du MOCI (Moniteur du Commerce International).
Croué, Charles (2003), Marketing international, Bruxelles : De Boeck Université.
Kotler, P., Dubois, B. et Manceau, D. (2004), Marketing Management, Pearson Education.