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| MARK0777-1 | Advanced Global Marketing
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| Duration : | 24h Th |
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| Credits/ECTS : |
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| Holder(s) : | Charles Pahud de Mortanges |
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| Language : | Langue anglaise |
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| Course contents : | The course is structured according to the four main decisions that managers face in connection with the global marketing process, namely: the Decision Whether to Internationalize; Deciding Which Markets to Enter; Market Entry Strategies; and Designing, Implementing and Coordinating the International Marketing Program. |
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| Course objective : | After completing the course, the student should have a deeper and better understanding of the underlying theories and for approaching these four main global marketing decisions. |
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| Prerequisites : | This advanced course assumes that students have already taken one, or several, marketing courses, including a course that comprises the international/global aspects of business at the Bachelor's and/or Master's level (e.g. Global Marketing; International Management; International Economics, etc.). |
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| Workshops : | Student Presentations
Student presentations will be done in small groups. These presentations will consist of critical evaluation of scientific articles dealing with important current topics in the area of global marketing.
The Research Paper
The Global Marketing Literature Research Paper is an opportunity to explore a particular subject area or a firm/industry in greater depth. The paper may be research and written as a conceptual, an empirical, or a case analysis paper.
It requires submission of a proposal early in the semester by the date specified during the first lecture.
There are many approaches to topic selection: review texbooks (introductory courses or the obligatory textbook) or leading journals in the international marketing area.
The final presentation should highlight the most important aspects of your paper and be about 30 minutes in duration. |
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| Organization : | Advanced Global Marketing consists of Lectures, Guest Lectures; and Student Presentations. Student presentations will be done in small groups. Finally, students write & present a Global Marketing Literature Research Paper. This paper is written & presented on an individual basis, for the purpose of enhancing the understanding of global marketing.
Time distribution:
- Lecture: 18 hours
- Guest speakers: 6 hours
- Student presentations: 30 hours
- Research paper: 42 hours
Friday 13:30-17:30, February 15th -March 31st |
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| Written notes : | Lecture sheets and notes are made available online after the sessions.
http://campus.hec.ulg.ac.be/ (http://www.marketing.hec.ulg.ac.be/)
OBLIGATORY TEXTBOOK:
Svend Hollensen (2007), Global Marketing: A decision-oriented approach, FT Prentice Hall, 4th edition. ISBN 978-0-273-70678-6 |
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| Assessment : | Student presentations: 20%
Participation: 10%
Research paper: 45%
Research paper presentation: 25% |
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| Contacts : | Lecturer:
Charles PAHUD DE MORTANGES, Professeur Ordinaire, Ecole de Gestion HEC-ULg
Tel.: +32 (0)4 366 27 68
Office: II.14
E-mail: C.Pahud@ulg.ac.be
Assistant:
Céline BRANDT
Tel.: +32 (0)4 366 46 95
Office: II.15
E-mail: Celine.Brandt@ulg.ac.be |
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