Ce cours apparaît dans les formations suivantes :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Marketing & Responsible Cocreation - S1 - 3 ECTS

Pré requis

Good understanding of English, oral and written;

Basic (Bachelor level) knowledge of marketing;

Intellectual curiosity and open-mindedness.

Objectifs du cours

This course is based on classic / modern marketing theories, and is created to give students a practical and real-life look at international marketing.

Part theoretical and part practical, this course teaches students how to create marketing strategies and programmes in an international environment.

Particular attention will be paid to intercultural issues, and the challenges of intercultural communication.

After completion of this course, the students have a good understanding of the specifics of marketing in an international and multicultural environment and should be able to define an international marketing plan to create the best possible marketing impact.

Contenu du cours

• Environmental scanning and country entry selection criteria;


• Awareness and understanding of the concept of culture/identification of cultures and national identities;


• Cultural awareness and understanding of the importance of intercultural communication;


• Theoretical concepts relating to intercultural communication;


• The impact of culture, and cultural difference, on different elements of the marketing mix,


• Introduction to company case: sustainable marketing internationally;


• Consumer behavior and market research across cultures;


• Group case presentations

Modalités d'enseignement

Organisation du cours

• Lectures


• Tutorials


• In-class discussions


• Case studies


• In-class presentations

Méthodes pédagogiques

Évaluation

Contrôle continu : coeff. 1

Bibliographie

• There is no textbook for this course. Various readings (journal articles, web articles, etc.) will be indicated by the instructor throughout the semester.