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MARK0757-1

International marketing

[ version française ]

Duration :30h Th
Credits/ECTS :
1re licence en sciences commerciales (finances)2
1re licence en sciences commerciales (Management international)2,5
4e ingénieur commercial2,5
Holder(s) :Claire Gruslin
Course contents : The international marketing course is a « blended learning » i.e. mixing both class sessions with on line sessions.



The course is divided in 8 modules :

MODULE 1 -Why is International marketing (IM) of prime importance?

MODULE 2 - What is IM (basic concepts).

MODULE 3 -IM or intercultural marketing ?

MODULE 4 -How to implement an IM strategy (STP process) ?

MODULE 5 -How to screen foreign markets ?

MODULE 6 -How to entry and distribute in foreign markets ?

MODULE 7 -(e) International Marketing - introducing internet in the strategy

MODULE 8 -How to communicate in international environments ?
Course objective : Main

  • to enhance students' basic marketing knowledge by focusing on key international marketing aspects (strategic and tactical)
Specific

  • to apprehend the international environment complexities and their impact on the marketing discipline (particularly the impact of new technologies)
  • to master the key concepts and the terminology of international marketing
  • to tackle strategic and tactical problems
  • to develop the students capacity to work harmoniously in group
Transverse

  • to experience e-learning for some modules
  • collaborative work
Prerequisites : MKTG 552 Marketing
Workshops : Group applied research on a specific topic in international marketing.
Organization : The class sessions are followed by online sessions according to a well defined rhythm of progression which allow students to acquire the necessary competences. It uses the case study method in order to allow students to perceive the problems "in real life". It regularly invite contributors coming to testify their experience. It also includes a collaborative work on a specific topic in international marketing.
Written notes : The course is available on the following plateform: http://www.hec.ulg.ac.be/
Assessment : Assessment 1st session ::
Based on three activities:
· an online examen, 30% of the grade
· class participation is expected for case studies and reading discussions, 20% of the grade
· the team project, 50% of the grade

Assessment 2nd session ::
Individual research a specific topic in international marketing.
Contacts : GRUSLIN Claire
HEC-Ecole de gestion de l'Université de Liège
Rue Louvrex, 14
4000 Liège
Bâtiment N1
Tél: +32 4 2327290
Fax: +32 4 2327240
Email: Claire.Gruslin@ulg.ac.be




ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 18/05/2007
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