Study Programmes 2016-2017
MARK0796-1  
International Marketing
Duration :
30h Th
Number of credits :
Master in management (120 ECTS)5
Lecturer :
Claire Gruslin
Language(s) of instruction :
English language
Organisation and examination :
Teaching in the first semester, review in January
Units courses prerequisite and corequisite :
Prerequisite or corequisite units are presented within each program
Learning unit contents :
Companies evolve in a globalized environement impacting their strategies both in their home and international markets.  The international marketing course (IM) intends to train  students to plan marketing programmes based on the understanding of intercultural differences and market specificities. Students are guided to analyze international markets and critically evaluate different marketing approaches (adapted, undifferentiated or concentrated).
Learning outcomes of the learning unit :
After completion of this course, students should be able to:
Main: 
  • describe and discuss the key international challenges and opportunities faced by companies when entering new markets
  • demonstrate a sound knowledge of global competitiveness (universal) and local adjustments (country-specific) within marketing strategies
Specific:
  • be aware of the impact of significant cultural dimensions on international marketing and particularly on the consumer behaviour, standardization or customization of product attributes, the price/quality relationship and the communication styles
  • master the key concepts and the terminology of international marketing and implement them in case studies
  • tackle strategic and tactical problems linked to culture-bound and culture-free products and services
Transverse
  • work harmoniously in group (collaborative work)
  • use "problem-based" learning
This course contributes to the following intended key learning outcomes:
  • IKLO2- gaining the knowledge and understanding of one of the proposed fields of concentration
  • IKLO4- acquire the capacity to research autonomously and methodically the information need to solve a complex, transversal management problem
  • IKLO7- being capable of professional team work
  • IKLO9- develop a crticial sense (arguing)
  • IKLO12- professional capacity for oral communication
  • IKLO13- professional capacity for written communication
Prerequisite knowledge and skills :
This course is closely linked to the basic marketing course, consumer intelligence course and strategic marketing course. 
 
Planned learning activities and teaching methods :
The International marketing course consists of lectures and article discussions.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. 
Mode of delivery (face-to-face ; distance-learning) :
The IM course is a « blended learning » i.e. mixing both class sessions with on line preparations.  Teaching language is English.
Recommended or required readings :
Required Readings:
  • Hollensen, S. (2011), Global_Marketing (5th ed)
  • Usunier, J-C. (2005), Marketing across cultures (4th ed)
Optional Readings:
  • there is a list of selected articles to illustrate the concepts:  they are distributed regularly
Assessment methods and criteria :
Exam (individual): 50% All students must complete a test on the content provided in the course platform.
Assignment(group): 50% Design of an international marketing strategy on a selected country
Class Participation (individual): +/- 2 Points (Bonus/Malus) Class participation is evaluated not only on the basis of volume or extent of participation, but more importantly on the basis of quality. 
Work placement(s) :
Organizational remarks :
Students are expected to attend class when they have read the necessary material and have their preparation done.  They should actively participate in class discussions and when there is a guest speaker, be active and raise smart questions.
Contacts :
For lecture content, please contact GRUSLIN Claire either by phone +32 4 2327290 or by email Claire.Gruslin@ulg.ac.be 
Please note that her office is located:
Rue St Gilles, 35, 4000 Liège, Bâtiment N2 (3rd floor)