Duration
30h Th
Number of credits
| Master in management (120 ECTS) | 5 crédits | |||
| Extra courses intended for exchange students (Erasmus, ...) | 5 crédits |
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the first semester, review in January
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
The successful global marketer needs to develop the empathy, knowledge and skills required to successfully operate in a constantly evolving global environment. The international marketing course (IM) intends to familiarize students with the myriad of decisions required to select, gain entry and compete outside the "home" country. This course offers also an overview on the cultural diversity and how crucially culture affects a firm's competitive advantage and strategic positioning in foreign markets. This course allows students to gain experience in analyzing the marketing environment and marketing-related decisions for a specific firm entering foreign markets (team assignment requiring systemic, analytical, creative and ethical competences).
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
- 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
- work harmoniously in group (collaborative work)
- use "problem-based" learning
- Strategy (KLO-1): Establish a strategy to optimize the value chain of a company...
- Implementation (KLO-2): Take charge of the everyday management of a company, and more especially of a project related to strategic marketing...
- Communication (KLO-4): Communicate efficiently about a company...
- Adaptability (KLO-5): Adapt one's managerial practice to the needs of a fast-evolving world...
- (KLO7)- being capable of professional team work
Prerequisite knowledge and skills
The students are required to participate actively during the sessions. Accordingly, they need a good proficiency level in spoken and written English.
Each student should have followed at least one course of Basics/Principles in Marketing prior to taking the International Marketing Course.
Planned learning activities and teaching methods
The sessions will follow a "sandwich-architecture" with a mix of interactive lectures (which illustrate concepts through case studies) and practical sessions. Quizzes are regularly organized to assess the students understanding
The case study method is used to allow students to perceive the problems "in real life". When possible, a "field trip" is organized in a foreign country focusing on a specific issues from local companies in specific international markets.
Contributors from real life companies are regularly invited to provide with their personal experience.
The content of the course follows the lines of Hollensen, S. (2011), Global Marketing, 6th edition, Pearson and Usunier, J-C, Lee J.A, (2005), Marketing across cultures, Wiley, Singapore, 4th edition.
Specifically, the course will focus on the following Subject Synopsis:
o Understanding the Global Marketing Environment (Challenges of marketing in the global marketplace)
o Developing Global Marketing Strategies (Developing a global mindset, issues of standardization and adaptation)
o Assessing which market to enter (Global markets and buyers, country attractiveness, the SLEPT analysis, market selection process)
o Selecting Market Entry options(Factors influencing the choices of entry modes)
o Local consumption & the globalization of markets (Intercultural impact, Cultural issues)
o Designing global marketing programs (product and service strategies, managing global distribution channels, global communication strategies, pricing decision
o Managing global communication (Organizing global marketing, planning and controlling global marketing programmes)
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, 6th edition, Pearson
- Usunier, J-C, Lee J.A, (2005), Marketing across cultures, Wiley, Singapore, 4th edition.
- there is a list of selected articles to illustrate the concepts which are distributed regularly:
Assessment methods and criteria
FIRST SESSION:
Exam (individual): 50% All students must complete a test on the content provided in the course platform (MCQ and open questions).
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.
RESIT:
The exam consists in a seminar paper on a selected topic
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 by email Claire.Gruslin@uliege.be
Please note that her office is located:
Rue St Gilles, 35, 4000 Liège, Bâtiment N2 (3rd floor)