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

Pré requis

This course is a combination of classroom discussion, case analysis, market entry strategy development and presentations. Students must know how to research a market. They must be comfortable with case analysis and class discussion. Students must also be able to work in teams. They will be expected to particpate in a presentation of their class project.

Objectifs du cours

At the end of the course, the student should be able to:
- perform a marketing screen analysis for the markets in Canada, Mexico and the United States
- develop a marketing mix for new business in each of the three markets
- analyze opportunities for European firms in North America
- understand the differences and similarities between North America and the EU
- design a market entry strategy for a new product/ service into North America
- identify, analyze and utilize electronic data sources on North American markets

Contenu du cours

Part 1 - The three markets in North America -- Canada, Mexico and the United States -- are discussed. Cases and business articles introduce some of the the important issues in understanding these markets. The historical and cultural foundations of the relationships between and among these markets are identified. Electronic data sources are introduced.

Part 2 -- The exploration of new business opportunities for European firms in North America is discussed. Cases and business articles exemplify some of the successes and failures of European firms entering this market place. Similarities and differences between the EU and North America are examined.

Part 3 -- The design of a market entry strategy for a new product/ sevice into North America is developed and presented.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• Presentation
• Project work
• Research

Évaluation

Case homework, team projects and class participation including the in-class themes.

Bibliographie

• A set of readings will be available on line. Copies of the cases will be distributed in class. -