OUR ACADEMIC DEPARTEMENTS |
Lesson details
INTERNATIONAL MARKETING | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-PI13UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S2 | EnEnglish |
Academic responsibility | K.ZEUGNER-ROTH |
---|---|
Lecturer(s) | K.ZEUGNER-ROTH, Renée Kim |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
This course focuses on the specificities of global marketing. Basic marketing principles will not be covered and, hence, are a prerequisite of this course.
Learning outcomes
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
Course description
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.
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent work | |||
E-Learning | 2,00 | ||
Reference manual 's readings | 2,00 | ||
Research | 2,00 | ||
Independent study | |||
Estimated personal workload | 6,00 | ||
Group Project | 12,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 40,00 |
Teaching methods
- Case study
- E-learning
- Interactive class
- Presentation
- Project work
- Research
Assessment
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.
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Continuous assessment | |||
Participation | 0,00 | 0 | 15,00 |
Final Exam | |||
MQC | 2,00 | 1 | 35,00 |
Others | |||
Case study | 8,00 | 4 | 50,00 |
TOTAL | 100,00 |
Recommended reading
- 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. -
Internet resources
- IESEG online
The course material (including {video} case studies) is available on the course website
* This information is non-binding and can be subject to change