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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 : | English language |
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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. |
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| Organization : | Advanced Global Marketing consists of Lectures, Guest Lectures, case studies; and Student Presentations. Student presentations will be done in small groups.
Time distribution:
- Lecture: 18 hours
- Guest speakers: 4 hours
- Articles analysis: 12 hours
- Student presentations: 6 hours
- Case studies: 12 hours
- Exam: 44 hours
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| Written notes : | Lecture sheets and notes are made available online after the sessions.
http://lola.hec.ulg.ac.be/ (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 : | Cases: 20%
Participation: 10%
Articles: 25%
Exam: 45% |
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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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