OUR ACADEMIC DEPARTEMENTS |
Lesson details
International Marketing Management | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S1-MKT-MA-PI10UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S1 | EnEnglish |
Academic responsibility | K.ZEUGNER-ROTH |
---|---|
Lecturer(s) | K.ZEUGNER-ROTH |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
Prerequisites
No formal prerequisites. However, students should have basic knowledge about marketing concepts.
Learning outcomes
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.
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 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.
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent work | |||
E-Learning | 2,00 | ||
Reference manual 's readings | 4,00 | ||
Research | 6,00 | ||
Independent study | |||
Estimated personal workload | 2,00 | ||
Group Project | 6,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 36,00 |
Teaching methods
- Case study
- Coaching
- E-learning
- Interactive class
- Presentation
- Project work
- Research
Assessment
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.
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Others | |||
Group Project | 0,00 | 1 | 35,00 |
Case study | 2,00 | 4 | 35,00 |
Final Exam | |||
MQC | 2,00 | 1 | 20,00 |
Continuous assessment | |||
Participation | 16,00 | 1 | 10,00 |
TOTAL | 100,00 |
Recommended reading
- 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. -
Internet resources
* This information is non-binding and can be subject to change