Visualisation plan de cours
2026 / 2027
EM093MIM
Case in International Marketing
Programme
PGE PGE3
Semestre
A
Coefficient
3
Volume horaire
Face à face : 27 H
Travail personnel indicatif : 54 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Non
Langue d'enseignement
Anglais
Responsable
CENOPHAT
Discipline
Marketing
Descriptif
The course is designed to provide students with the latest understanding of the global issues and the necessary skills in making strategic marketing decisions based on an international perspective.Students will learn how to scan the environment, perform market studies, evaluate buyer and consumer behaviour, launch new products, and choose a coherent marketing mix strategy in a very diverse environment.
Emphasis will also be placed on the role of culture and CSR-Corporate Social Responsibility- in the various dimensions of the marketing mix.
MAC
Mobiliser la culture scientifique dans un contexte professionnel/Apply scientific reasoning in a professional context
6 ECTS
Organisation pédagogique
Face-to-face
- Lectures- Tutorials
In group
- Oral presentations- Projects
- Case studies/texts
Interaction
- Discussions/debatesObjectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- identify the concepts, tools and frameworks necessary to manage international marketing issues, locally and globally.
- elaborate clear and robust marketing analysis in an international context
- allocate resources to implement your marketing strategy
- predict sales based on consumer habits
- analyze any international marketing question, either strategic or operational
- create relevant marketing plans to be implemented in an international setting
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
1. Specific characteristics and challenges of international marketing
2. Basic orientations in international marketing
3. Analysis and selection of international markets
4. International market entry strategies
5. International product policy
6. International pricing policy
7. International communication policy
8. International distribution policy
9. Sustainable development and international marketing
2. Basic orientations in international marketing
3. Analysis and selection of international markets
4. International market entry strategies
5. International product policy
6. International pricing policy
7. International communication policy
8. International distribution policy
9. Sustainable development and international marketing
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
An introductory course in marketing is welcome. The course will be taught in English and students are required to present their work in English as well.Supports pédagogiques
Mandatory tools for the course
- Mandatory textbook/book :Documents in all formats
- Case studies/texts- Syllabus
Moodle platform
- Upload of class documentsManuels/ouvrages obligatoires
Recommended reading :Hollensen, S. (2016): Global marketing
A decision-oriented approach, 7. ed., Pearson Education.
Ghauri, P. (2014), International marketing, Mc Graw Hill
Articles:
Role of international marketing in international business strategy
Tien, N. H., Phu, P. P., & Chi, D. T. P. (2019). The role of international marketing in international business strategy. International journal of research in marketing management and sales, 1(2), 134-138.
International Marketing & Consumers and Brands Across the Globe
Gürhan-Canli, Z., Sarial-Abi, G., & Hayran, C. (2018). Consumers and Brands across the Globe: Research Synthesis and New Directions. Journal of International Marketing, 26(1), 96-117. https://doi.org/10.1509/jim.17.0063
Corporate social responsibility in international marketing
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S. (2016), "Corporate social responsibility in international marketing: review, assessment, and future research", International Marketing Review, Vol. 33 No. 4, pp. 580-624. https://doi.org/10.1108/IMR-04-2014-0120
Adossement à la recherche
Ce cours est adossé à la recherche.
- Research-tutored (par la discussion)Le cours développe l’analyse critique et la discussion de contenus (presse, rapport d’études…), travaux ou résultats de recherche.
- Research-based (par l’enquête)Le cours engage les étudiants dans une démarche d’enquête ou de production de connaissances (mini-projets de recherche, études de terrain, poster/rapport).
Bibliographie/références académiques
Role of international marketing in international business strategy Tien, N. H., Phu, P. P., & Chi, D. T. P. (2019). The role of international marketing in international business strategy. International journal of research in marketing management and sales, 1(2), 134-138. International Marketing & Consumers and Brands Across the Globe Gürhan-Canli, Z., Sarial-Abi, G., & Hayran, C. (2018). Consumers and Brands across the Globe: Research Synthesis and New Directions. Journal of International Marketing, 26(1), 96-117. https://doi.org/10.1509/jim.17.0063 Corporate social responsibility in international marketing Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S. (2016), "Corporate social responsibility in international marketing: review, assessment, and future research", International Marketing Review, Vol. 33 No. 4, pp. 580-624. https://doi.org/10.1108/IMR-04-2014-0120Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
Séance n° 6
Modalités de feedback
Assessment grid with comments from the teacher during the lesson
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO4.1-PGE
Evaluation intermédiaire / contrôle continu 2
Séance n° 4 and 8
Modalités de feedback
Assessment grid with comments from the teacher during lessons
Oral feedback during lessons
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.2-PGE, ILO4.1-PGE
Evaluation intermédiaire / contrôle continu 3
Modalités de feedback
viewing your personal exam paper online with correct answers
Compétence mesurée
Non renseignée