MARK0796-1

Duration

30h Th

Number of credits

	Master in management (120 ECTS)	5 crédits
	Extra courses intended for exchange students (Erasmus, ...)	5 crédits

Lecturer

Claire Gruslin

Language(s) of instruction

English language

Organisation and examination

Teaching in the first semester, review in January

Schedule

Schedule online

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

Upon completion of the subject, students will be able to:

demonstrate a systemic outlook and an understanding of how cultural, social, economic, political, and organizational factors affect the practice of marketing in a globalized world;
describe how to gather primary and secondary marketing data in an international context and evaluate opportunities for a local company's expansion into a new foreign market;
formulate effective marketing strategies in response to perceived opportunities in this foreign market knowing the role of culture in an international marketing environment;
apply knowledge learned by analyzing business cases and suggest creative solutions of problems confronting companies operating in cross-cultural environments;
exhibit leadership and interpersonal skills working together in teams to obtain creative solutions to international marketing problems.

This course contributes to the following intended key learning outcomes:

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 course uses the Flipped learning approach in which students are introduced to the learning material before classand classroom time is dedicated to deepen understanding through discussing case studies with peers or problem-solving activities linked to guest speakers presentations. The sessions are therefore interactive and practical. The supporting materials (online recorded lectures) are provided one week before class on Lol@, HEC learning platform.
The sessions begin with an introduction, outlining the learning objectives of the module, agenda, and content of the session. An assessment tool to ensure that students have understood the course content linked to the session is then activated ('Concept Check' multiple choice questions).
Most of the sessions will then be taught in alternating phases of team and collective learning, each about 45mins in length.
Collective learning phases consist in testimonials from contributors from real life companies invited to provide their company and personal experience to link the theoretical aspects covered to the real world.
Team learning phases focus on short, precisely formulated tasks related to the course content previously given to enable students to practice applying concepts, to embed the concepts learnt before class and to consolidate their knowledge. The results of the peer discussions are uploaded (maximum 3-slide Powerpoint Slidedeck) on the LOLA university platform. Selected or volunteering groups are then asked to present their results as a brief in-class presentation challenged by the instructor to facilitate learning through discussion. Students also benefit from direct feedback on their assignment.
Short Case studies feed the understanding of some theoretical foundations. Students are required to read and thoroughly prepare the material prior to class following a 5-step process:

Get to know the context, the situation in which the company operates: figure out the underlying changes in the company's business environment;
Identify the problems and research questions the company must answer to solve these problems;
Justify the use of specific international marketing tools to answer the research questions;
Explain the different potential solution scenarios
Give relevant recommendations, based on the previous steps.

At the end of the session, a recapitulation of the content of the session and a conclusion are provided, using a classroom response system (e.g. www.wooclap.com), by which the students will be able to give immediate feedback on the session (e.g. what was the most important part? What remains unclear? What was the muddiest point of the session?), to which the teacher will respond to at the beginning of the next session.

Mode of delivery (face to face, distance learning, hybrid learning)

The course uses the Flipped learning approach in which students are introduced to the learning material before class through online recorded lectures and classroom time is dedicated to deepen understanding through discussing. The supporting materials (online recorded lectures) are provided one week before class on Lol@, HEC learning platform.

Organisational adjustments related to the current health context

Assessment methods and criteria

Below you will find information on the evaluation methods planned for in-person and remote exams as well as those planned for hybrid sessions. Depending on how the health crisis evolves, the chosen method will be communicated to you no later than one month before the start of the exam session.

FIRST SESSION (January):
YELLOW CODE The overall grading will be based on three different examinations:

50% Individual Evaluation (IE): the first session examination (January) consists in a final written (Multiple Choice Questions plus open questions) or oral exam (depending on class size and sanitary conditions). The material covers all the sessions content, selected text book chapters, case studies, articles, AND guest speakers testimonies.
20% Class Contribution (CC) - Effective participation means active, substantive, and continuous contribution. CCcan take the form of being prepared to discuss the assigned readings and cases, raising or answering questions particularly when classes welcome guest speakers, offering comments, participate constructively, presenting own ideas and critiquing those of others, enriching the class with relevant items of interest from the media or personal experiences or taking part in brief in-class quizzes or other exercises.
30% Team assignment (TA) - "European Cross-border Ecommerce" team assignment (teams of 3-4 members based on class size) developed in various steps. Please see the Appendix 2 for detailed guidelines on this assignment.

ORANGE CODE
If the sanitary conditions do not allow an offline exam, the Individual Evaluation (IE) will be online with open questions only covering all the sessions content, selected text book chapters, case studies, articles, AND guest speakers testimonies.
RESIT:
Individual Assignment (individual evaluation) - In the first week after the deliberation (beginning of July), each student is appointed a specific topic to investigate as well as the instructions to be followed. The exam in second session accounts for 100% of the final grade.

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)

International Marketing