This class exists in these courses :
• IÉSEG > MIB > MIB > 4,00 ECTS

Prerequisites

Marketing principles, marketing strategic planning, and consumer research.

Learning outcomes

At the end of the course, the student should be able to:
- Understand and analyze market determinants that characterize and influence businesses in an international environment (AACSB)
- Explore the challenges faced by international marketers in today's changing political, legal, and economic environment (AACSB)
- Understand the essential constructs of marketing in an international environment;
- Learn to assess the new constraints and opportunities to organizations operating in global markets;
- Develop a deeper understanding of marketing strategy through its practical application in an international context;
- Recommend the appropriate level of standardization versus customization in the international marketing strategy (from positioning to marketing mix decisions);
- Design an international marketing strategy for a brand/company wishing to enter a new market, with a proper marketing plan presentation
- Understand and critically analyze the role of global brands in the international marketing environment.

Course description

The 10 sessions are a progression from macro environment analysis to tactical marketing decisions:
Session 1 - Introduction to international marketing: Specificities, challenges, and opportunities;
Sessions 2 and 3 - The international environment: Political, economic, social, legal and technological trends, and the cultural diversity;
Session 4 - Consumer research in the international context.
Session 5 - Straegic choices for international expansion: Segmentation and positioning, Transferability of the competitive advantage, Segmentation and positioning, Country selection and entry strategy.
Session 6 - The various entry modes and their impact on the country operations;
Sessions 7 to 9: The 4P's decisions, standardization versus customization, and the management of global brands;
Session 10 - Extensive group project presentations.

Class type

Class structure

Teaching methods

• Case study
• Coaching
• E-learning
• Presentation
• Project work

Assessment

Students are evaluated based on a contribution of their participation, interaction in class, contribution to case studies (cases analyzed in groups and in class over the 9 1st sessions), a group project (written assignment and oral presentation of a comprehensive marketing plan) and individual assessment by way of an exam and individual project assignment.

Recommended reading

• Keegan & Green, Global Marketing, 7th edition (2011), Prentice Hall -

• Cateora, Gilly & Graham, International Marketing, 15th edition (2011), McGraw Hilll -

• Hollensen, Global Marketing, 5th edition (2011), Prentice Hall -

• Usunier & Lee, Marketing across Cultures, 5th edition (2009), Prentice Hall -

Internet resources

• IESEG Online