06240442 - International Marketing

Crédits ECTS 3
Volume horaire total 20
Volume horaire CM 12
Volume horaire TD 8

Responsables

Objectifs

This course concerns the application of marketing principles in a international business environment. International marketing strategies and international product, pricing, distribution and communication policies will be discussed. A strong emphasis will be put on the intercultural aspects of international marketing.

Course objectives: 

1. Understand the effects of economic globalisation on marketing decisions
2. Gain an appreciation of the diversity and intercultural differences of the international business environment
3. Be aware of advantages and drawbacks associated with different international marketing policies
4. Develop the ability to adapt marketing techniques to an international context

TARGETED KNOWLEDGE

  • Understanding of international markets, marketing environment and cultural particularities
  • Ability to adapt marketing techniques to an international context)

TARGETED SKILLS

  • Critical reflection and analytical skills: Analysing the impact of culture and an international environment on marketing
  • Strategical skills: Developing an international marketing strategy
  • Action planning: Developing of a marketing plan in an international context
  • Evaluation of the performance of international marketers
  • Presentation and communication skills
CSR DIMENSION
The participants are encouraged to act and consult in accordance with the ethical standards and norms defined by the iaelyon (Charte de Responsabilité Sociétale et des engagements des membres de la communauté de l'iaelyon)

Contenu

I. Major Dimensions of International Marketing
II. The Impact of Culture on International Marketing 
III. International Product Policy
IV. International Pricing Policy    
V. International Distribution Policy
VI. International Communication Policy

Bibliographie

BOOKS USED AS REFERENCE:
  • Ghauri, P. N. and Cateora, Ph. R. (2010/2014), International Marketing. European Edition, 3rd  & 4th ed., McGraw-Hill.
  • T. Rudolph / B.B. Schlegelmilch et. Al. (2012): Diversity in European Marketing. Text and Cases.- Springer Gabler
  • Usunier, J.-C. and Lee, J. (2009), Marketing Across Cultures, 5th ed., Prentice Hall.

PUBLICATIONS OF THE iaelyon FACULTY REGARDING THE SUBJECT OF THE COURSE
  • Mayrhofer, Ulrike (2012): Marketing International.- Economica, 2nd edition, Paris
  • Mayrhofer, Ulrike in collaboration with different authors: Case studies about companies like Adidas, Esprit, Disneyland Resort Paris, Levi's Strauss Signature, Swatch…

Contrôles des connaissances

Final Exam
Written, 3h

Continuing Examination
30 min team presentation
Team presentation and individual presentation - weight according to the general study guidelines

Informations complémentaires

TEACHING METHODS
The format of the class will include lectures, class-discussion, and case-studies. It is aimed to be interactive and the participants are invited to participate actively

TECHNOLOGY ENHANCED LEARNING:
Students are asked to work as 'marketing detectives' and to bring to class pictures that they have taken in order to illustrate marketing adaptation or standardisation strategies across cultures (eg. adaptation of packaging, pricing…)

PREREQUISITE
Marketing basics: Students are expected to have a good understanding of what marketing is all about BEFORE attending the class.

ADDITIONAL READINGS:
Kotler, Philip / Keller, Kevin Lane (2012): Marketing management.- 14th edition 
Or any other general marketing text book that give an general introduction to marketing.