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| GEST0370-1 | International Marketing | |||||||||||
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| Duration : | 30h Th | |||||||||||
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| Holder(s) : | Jacques Germay | |||||||||||
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| Course contents : | Chapter I : Analysis of how the international environment has changed in terms of social, economic and geopolitical structures, and of the developments in ?customization? methods. Chapter II: Development of a method to analyse strategic marketing in order to determine a portfolio of products and all the elements of the marketing mix. Chapter III: Analysis of a method to define the most adequate international structure to reach the selected marketing strategy and to define the relationship between the marketing function and the other functions in the company. Chapter IV: Study of the connection between the marketing strategy and some management tools, in particular analytic accountancy and ways of establishing international transfer pricing within a group. How can these tools influence some marketing decisions in particular the choice of product portfolio or even the price policy. | |||||||||||
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| Course objective : | - To make students aware of the international environment - To teach them a methodology of international marketing - To show consequences on the choice of structures and of management methods | |||||||||||
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| Prerequisites : | None | |||||||||||
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| Workshops : | None but the course is based on actual experience and case studies | |||||||||||
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| Organization : | 1st term | |||||||||||
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| Written notes : | A syllabus will be available on line | |||||||||||
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| Assessment : | Presentation of a case study by group of at least 7 students | |||||||||||
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| Contacts : | Professor : J. GERMAY, Service Marketing (bte 34), Bvd du Rectorat, 7 (B31), 4000 Liège Tel. : 04/366.46.95 et 04/366.27.21 e-mail : jacques.germay@skynet.be http://www.egss.ulg.ac.be/marketing Secretary : C. BROSE, Bât. B31, Local II/54 Tel. : 04/366.27.21 | |||||||||||
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ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 27/02/2006
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