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

Pré requis

No formal prerequisites. However, students should have basic knowledge about marketing concepts.

Objectifs du cours

At the end of the course, the student should be able to:
* Effectively search for, identify, and analyse information related to global market opportunities
* Conduct a market attractiveness analysis
* Determine appropriate market entry strategies
* Develop a global marketing strategy
* Design appropriate marketing programmes on a global basis
* Have greater awareness about ESRS topics such as ethical considerations in global marketing, global CSR and sustainability issues.

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 work on a group project applying the concepts learned in class to a global company of their choice and to demonstrate their knowledge based on a short MCQ 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
• Coaching
• E-learning
• Interactive class
• Presentation
• Project work
• Research

Évaluation

The course will be evaluated based on a group project, various in-class assignments (including case-studies) and a multiple choice exam at the end of the module.

Bibliographie

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

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

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

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

Ressources internet

• The course material will be published on the course website.