MARK0796-1 : International Marketing

Study Programmes 2015-2016

MARK0796-1

International Marketing

Duration :

30h Th

Number of credits :

Master in management (120 ECTS)		5
Master in management (120 ECTS)		5

Lecturer :

Claire Gruslin

Language(s) of instruction :

English language

Organisation and examination :

Teaching in the second semester

Units courses prerequisite and corequisite :

Prerequisite or corequisite units are presented within each program

Course contents :

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.

Learning outcomes of the course :

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 and implement them in case studies
to tackle strategic and tactical problems

Transverse

to experience e-learning for some modules
to develop the students capacity to work harmoniously in group (collaborative work)
use "problem-based" learning

Prerequisite knowledge and skills :

This course is closely linked to the basic marketing course, market research course and strategic marketing.

Planned learning activities and teaching methods :

Mode of delivery (face-to-face ; distance-learning) :

The IM course is a « blended learning » i.e. mixing both class sessions with on line sessions. The class sessions are followed by online sessions (problem solving - ccording 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 (markstrat).