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

The course "international marketing" offered the same semester 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).

Objectifs du cours

At the end of the course the student should be able to :
- Design and implement 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
- Understand how business and economics cycles fluctuations affect company performances
- 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

In this simulation game, students work in groups on a market entry and expansion plan as a category manager for Allstar Brands, a major consumer products company. The U.S. market has 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. Local or regional strategies can be developed and implemented using customized and/or standardized marketing programs.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

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

Évaluation

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.

Bibliographie

• 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 -

Ressources internet

• IESEG online

  Class material and presentations given during the course will be available on the course website.

• Country Manager Software