This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Learning outcomes

At the end of the course, the student should be able to :

Integrate successfully in an international company and interact with intercultural and multicultural teams, partners and contacts, and the student should be able to understand the role of culture as it affects the viewpoints of the firm's customers and howe to adjust corporate marketing strategy accordingly.

Course description

The course will involve 16 hours of lecture and student team case presentations. The topics covered will include the nature of international trade and the role of marketing with a focus on culture and its impact on marketing strategies, marketing positioning, consumer choice, research in a global context, and the nature of global forces and their effect upon the standardization/localization of the marketing mix variables in an international context (product, proce, place and promotion). The students will be divided up into teams, and each team will be responsible for analyzing and presenting two different cases.

Class type

Class structure

Teaching methods

• Case study
• Presentation
• Project work

Assessment

The students will be assessed by their ability to discuss the materials in class, each team will be given two cases to analyze, and the final exam will show how well the students have synthesized the material.

Recommended reading

• There are no books assigned for the course, but there are six short cases which will be used for discussion and sixteen academic articles which are provided for the students for class participation. -