06240446 - International marketing

Crédits ECTS 3
Volume horaire total 21
Volume horaire CM 21

Responsables

Objectifs

This course presents and applies the concepts of International Marketing. It also develops the concepts of international Marketing of Services.

CONNAISSANCES A ACQUERIR
  • International Product Policy
  • International Service Policy
  • International Pricing Strategies
  • International Distribution Strategies
  • International Communication Strategies

COMPETENCES CIBLES
  • Define the International Policy of a Product
  • Define a Services Strategy for the Company
  • Set up International prices
  • Select the most appropriate Distribution Channels
  • Help articulate Communication Strategies

Contenu

Introduction

1. How to internationalize the Marketing Strategy: The Approach
1.1. How to build an Internattional Marketing Intelligence System (IMIS)

2. International Product Policy

3. International Service Policy
3.1. Services associated to the Product
3.2. The Services Industry
3.3. The Service Encounter

4. International Pricing Strategies
4.1. Criteria to set up an International Price

5. International Distribution Strategies
5.1. Undifferentiated Distribution
5.2. Selective Distribution

6. International Communication Strategies
6.1. The landscape of Medias
6.2. Advertising Decisions
6.3. Promotion options
6.4. Public Relations and Lobbying

7. MARKETING AND CULTURE

Introduction
1.1 Definitions
1.2 Components
1.3 Processes

1 The globalization of culture
1.1 The globalization process
1.2 The globalization paradox
1.2.1 Global brands
1.2.2 The opposition of consumers
1.2.3 The motivation of consumers
1.2.4 A measure problem

2 The famous dilemna adpatation / standardization
2.1 Standardization
2.1.1 Demand
2.1.2 Company’s resources
2.1.3 Product
2.1.4 Advantages
2.2 Adaptation
2.2.1 Demand
2.2.2 Company’s resources
2.2.3 Product
2.2.4 Advantages
2.3 Mass customization
2.4 European trends

3 Cultural risks

4 European insights

8. MARKET ANALYSIS

1 Assessing European market environments
1.1 Political & legal conditions
1.2 Economic conditions
1.3 Cultural conditions
1.4 Demand conditions
1.5 Competitive conditions
1.6 Evaluating information

2 European market research
2.1 Different types of market surveys
2.2 Desk research
2.3 Field research
2.3.1 Qualitative surveys
2.3.2 Quantitative surveys

9. EUROPEAN STRATEGY

1 Segmenting European markets
1.1 Segmentation by market cluster
1.2 Segmentation across country borders

2 The international marketing mix
2.1 Product
2.1.1 Physical characteristics
2.1.2 The product range
2.1.3 The brand portfolio
2.1.4 Labeling & packaging
2.1.5 The after-sales service
2.1.6 Warranties
2.2 Price
2.2.1 Differential prices
2.2.2 Price harmonization
2.2.3 Currency
2.3 Promotion
2.3.1 Different settings
2.3.2 Different approaches
2.4 Place
2.4.1 The internationalization process
2.4.2 Market entry strategy

Conclusion

Bibliographie

OUVRAGES DE REFERENCE :
  • Kotler P, Keller Manceau, 2015, Marketing Management, 15e edition, Publi-Union.
  • Lendrevie J, Levy J, 2013, Mercator, Dalloz.
  • Mayrhofer, U, 2012, Marketing international, Economica.

OUVRAGES COMPLEMENTAIRES
  • Croué C, 2015, Marketing International, De Boeck.
  • Keegan W.J., 2016, Global Marketing Management, Prentice-Hall.

Contrôles des connaissances

Examen Terminal
Ecrit, 3H
Case study and Essay


Contrôle continu
Notation pendant les enseignements

Informations complémentaires

MODALITES PEDAGOGIQUES / NATURE DES SUPPORTS
Course and Case Studies.

PRE-REQUIS EN TERMES DE CONNAISSANCES
M1 Marketing Class and/or Fundamentals of Marketing.

LECTURE(S) CONSEILLÉE(S) :
Kotler, Keller, Manceau, 2015, Marketing Management, Publi-Union.