This class exists in these courses :
• ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 1 > 3,00 ECTS
• ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 2 > 3,00 ECTS

Prerequisites

The students should be of upper-intermediate English level and be relatively proficient in the speaking Business English.
Marketing and business English will be necessary.

Learning outcomes

The main objective:
The acquisition and development of the skills necessary to develop a brand internationally in English.
To familiarize students with the current export techniques, the language of export in English.

Course description

Main themes:
The internal analyses with the different marketing tools, the scoring, external analyses (Pest, ...), Strategies abroad, incoterms, risks, different contrats of distribution, international laws.

Class type

Class structure

Teaching methods

• Case study
• Coaching
• Exercises

Assessment

Recommended reading

• International marketing - Rai Technology university

  International marketing - Rai Technology university

• The Practise of Marketing Management, 2e - William A. Cohen

  William A. Cohen, The Practise of Marketing Management, 2e, Macmillan
  Publishing Company, New York 1991

• Customising Global Marketing - John Quelch HBR

  “Customising Global Marketing” - John Quelch HBR, May - June 1986 pp 59 -
  68

• Who Is Them - Robert B. Reich

  “Who Is Them”, Robert B. Reich, HBR, Mar. - Apr. 1991 pp 77 - 88

• The Globalisation Of Markets - Theodore Levitt

  “The Globalisation Of Markets”, Theodore Levitt, HBR, May - June 1983 pp 92
  -102