OUR ACADEMIC DEPARTEMENTS |
Lesson details
INTERNATIONAL MARKETING STRATEGY SIMULATION | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1Y-MKT-MA-EI59UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | Y | EnEnglish |
Academic responsibility | K.ZEUGNER-ROTH |
---|---|
Lecturer(s) | Christina Sichtmann, Katharina Zeugner-Roth |
- 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
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).
Learning outcomes
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
Course description
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.
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent work | |||
Reference manual 's readings | 4,00 | ||
Independent study | |||
Estimated personal workload | 10,00 | ||
Group Project | 10,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 40,00 |
Teaching methods
- Case study
- Coaching
- E-learning
- Interactive class
- Presentation
- Project work
- Research
- Tutorial
Assessment
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.
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Continuous assessment | |||
Participation | 0,00 | 0 | 5,00 |
QCM | 1,00 | 1 | 5,00 |
Exercises | 6,00 | 3 | 30,00 |
Others | |||
Group Project | 16,00 | 1 | 60,00 |
TOTAL | 100,00 |
Recommended reading
- 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 -
Internet resources
- IESEG online
Class material and presentations given during the course will be available on the course website.
- Country Manager Software
* This information is non-binding and can be subject to change