Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

This course focuses on the specificities of global marketing. Basic marketing principles will not be covered and, hence, are a prerequisite of this course.

Objectifs du cours

At the end of the course the student should be able to :
-Design, implement and evaluate global marketing strategies
-Assess and synthesize information from various sources and about different fields
-Work effectively in multicultural teams and provide contributions
-Develop leadership competences
-Manage in an autonomous and pro-active way
-Make professional quality documents and oral presentations

Contenu du cours

This course presents an introduction to global marketing. The topics covered in class include the international marketing context, the selection process of potential international markets and alternative market entry strategies, the development of the international marketing strategy, and the standardisation vs. adaptation debate when designing the international marketing mix. In addition to lectures, the course consists of (video) case studies, in which students will have to critically apply the concepts discussed in class and propose their own solutions to the various real-life problems and/or situations. Last but not least, students will be asked to demonstrate their knowledge in an exam at the end of the course. An active, interactive, and critical approach is fundamental for this course.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• E-learning
• Interactive class
• Presentation
• Project work
• Research

Évaluation

The course will be evaluated based on your participation in class, case studies that will be prepared in groups in class and a MCQ exam.

Bibliographie

• Hollensen, S. (2012): Essentials of Global Marketing, 2nd edition, Pearson Higher Education -

• Ghauri, P. and Cateora, P. (2010): International Marketing, 3rd Edition, McGraw-Hill Education. -

• Johansson, Johny K. (2009): Global Marketing - Foreign Entry, Local Marketing, & Global Management, Fifth Edition, McGraw-Hill/Irwin: New York. -

• Keegan, W.J. and Green, M. (2013): Global Marketing, 7th Edition, Pearson: Harlow. -

Ressources internet

• IESEG online

  The course material (including {video} case studies) is available on the course website