06260161 - Doing international business

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

Objectifs

This course concerns the application of marketing principles in an international environment.
International marketing strategies and international product, pricing, distribution and
communication policies will be discussed.

TARGETED KNOWLEDGE

  • Understand the effects of economic globalisation and European integration on marketing decisions;
  • Be aware of advantages and drawbacks associated with different international marketing strategies;
  • Gain knowledge of market entry strategies and corporate linkages;
  • Gain an appreciation of the diversity of the European business environment.

TARGETED SKILLS

  • Develop the ability to undertake international market studies;
  • Take marketing decisions (marketing strategy, marketingmix) in an international perspective.

Contenu

I. Major Dimensions of International Marketing
II. International Market Research
III. Market Entry Strategies
IV. International Product Policy
V. International Pricing Policy
VI. International Distribution Policy
VII. International Communication Policy
VIII. The Organisation of International Activities

Bibliographie

BOOKS USED AS REFERENCE:
GHAURI, P. N. and CATEORA, Ph. R. (2010), International Marketing. European Edition, 3rd ed., McGraw-Hill.

ADDITIONAL READINGS :
MAYRHOFER, U. (2012), Marketing International, 2nd ed., Economica.
USUNIER, J.-C. and LEE, J. (2009), Marketing Across Cultures, 5th ed., Prentice Hall.

Contrôles des connaissances

APPRAISAL SYSTEM
Written Exam
Length : 1 h
In class Examination: Yes
Nature of student work and proportion weight:
Group work on a case-study: 50 %

Informations complémentaires

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

PREREQUISITE
Basics in marketing.

ADDITIONAL READINGS:
MAYRHOFER, U. (2010), Marketing, 3rd ed., Ed. Bréal, Coll. Lexifac.