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| MARK0006-1 | International marketing
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| Duration : | 20h Th, 20h Pr |
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| Credits/ECTS : |
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| Holder(s) : | Claire Gruslin |
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| Language : | English language |
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| Course contents : | Course vision: The international marketing course (IM) intends to familiarize students to the rapid international changes and their impact on the marketing strategy of firms. Students are guided to analyze international markets in order to recommend an appropriate marketing approach either adapted, undifferentiated or concentrated.
Course content: The course is divided in 8 modules :
MODULE 1 -Why is International 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) IM- introducing internet in the strategy
MODULE 8 -How to communicate in international environments ? |
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| Course objective : | Main
- to enhance students' basic marketing knowledge by focusing on key international marketing aspects (strategic and tactical) (C1)
Specific
- to apprehend the international environment complexities and their impact on the marketing discipline (particularly the impact of new technologies) (C2)
- to master the key concepts and the terminology of international marketing and implement them in case studies (P2)
- to tackle strategic and tactical problems (C2)
Transverse
- to experience e-learning for some modules
- to develop the students capacity to work harmoniously in group (collaborative work) (P3)
- use "problem-based" learning (C3)
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| Prerequisites : | This course is closely linked to the basic marketing course, market research course MARK 0723 and strategic marketing. |
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| Organization : | Methodology
The IM course is a « blended learning » i.e. mixing both class sessions with on line sessions. The class sessions (A1) are followed by online sessions (problem solving - A3) according to a well defined rhythm learning path which allow students to acquire the necessary competences (critical view). It uses the case study method in order to allow students to perceive the problems "in real life". Contributors from real life companies are regularly invited to provide with their personal experience. It also includes a collaborative work on a specific topic in international marketing (A5).
A1 - ex caetedra 12 * 2h = 24 h
A3 - problem solving = 22h
A5 - collaborative work = 50h |
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| Written notes : | The course is available on the following plateform: http://www.hec.ulg.ac.be/ |
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| Assessment : | Assessment 1st session ::
Based on three activities:
· an online examen, 30% of the grade ((E1 et E2)
· class participation is expected for case studies and reading discussions, 20% of the grade (E3)
· the team project, 50% of the grade (E5)
Assessment 2nd session ::
Individual research a specific topic in international marketing (E4). |
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| Contacts : | GRUSLIN Claire
HEC-Ecole de gestion de l'Université de Liège
Rue Louvrex, 14
4000 Liège
Bâtiment N1 (17ième siècle, 1st floor)
Tél: +32 4 2327290
Fax: +32 4 2327240
Email: Claire.Gruslin@ulg.ac.be |
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