06260257 - International marketing in intercultural environments

Diploma level Master - Semester 2
Credit hour 6
Total number of hours 40
Number of hours for lectures 40

Directors

Anne Cécile Benita – Director Corporate Communication - Renault Trucks

Goals

This course introduces to students the concepts in Marketing. It aims to make students aware of the main Marketing notions and interactions. A big part of the course is spent in illustrating these notions with concrete examples and study cases in group. All examples tend to illustrate International markets’ complexity.
The course ends up with few focuses among which Digital Marketing.
Estimation of private study (outside of contact hours): approx.. 2 hours per week

TARGETED KNOWLEDGE AND SKILLS

Targeted Knowledge :

  • Understand Marketing principles and their interactions
  • Being able to position a product, based on targeted customers and using the 4Ps
  • Being able to identify markets’ opportunities and risks.
  • Knowing how to build an operational action plan based on the Market analyses
  • Understand offline & online customer’s journey and potential interactions


Tageted skills:

  • Use analytical methods & tools to analyse a market situation
  • Use analytical methods, processes & tools to draw a Marketing Strategy
  • Use analytical methods, processes & tools to adapt this Strategy into an Operational Marketing action plan

Content

Part 1: Introduction – Generalities
  • Strategic process
  • Marketing mix
Part 2: Market knowledge & understanding
  • Researches, audit & analyses
  • Pestel, Porter
  • Value Perception
  • Offer & value proposition
Part 3: From Strategy to Action plan
  • SWOT & TOWS
  • Decision model
Part 4: Focus
  • Communication
  • Segmentation
  • Distribution (Place)
  • Price
  • Customer Experience (CXM)
  • Digital journey

Bibliography

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.

Tests

Final Exam
Written, 3h, Case-study analysis or essay

Continuing Examination
30 min team presentation
Business case presentation (written report + presentation)

Additional Information

In order to make the class as interactive as possible, several techniques might be used during the seminar, from classical lectures to flipped classes, project development, etc.

NATURE OF MATERIALS
Several tools and materials are used to illustrate the reviewed notions, such as concrete examples, images & videos, case studies, powerpoints, professional guests etc.

TEACHING INNOVATIONS AND USE OF TECHNOLOGY
Digital tools are used to make students active during classes, to get their opinions, to brainstorm, but also to test their knowledge.

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
If no pre-requisite is needed to attend to this course, it is important to have a minimum of understanding of the business environment as well as on the commercial organisation & sales structure.
Ideally a first experience (training) in a company would ease this comprehension.

ADVISED PRIOR READING 
Strudy Case – Renault Trucks International