Cases in International Marketing Gr. 3


Cases in International Marketing
Contact hours
27 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

No educational contribution associated with this course for this program.


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. In addition, the international marketing course is designed to 'open your eyes' to the implications of marketing decisions and to give students 'new angles' from which to view behaviour one may have taken for granted. Particular emphasis will be made on the following issues: Business models and globalization, strategies for low-income countries vs high-income ones, marketing at the bottom of the pyramid, international branding, servicization, sustainability and marketing integrity in an international setting. The coverage of these topics is mainly based on Harvard Business School case studies, with an approach combining class discussions, group works, and presentations.

Teaching methods


- Lectures
- E-learning

In group

- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) recognize the concepts, tools and frameworks necessary to analyze and manage international marketing variables and main issues, locally and globally.
  • - (level 4) analyze any international marketing question, either strategic or operational
  • - (level 6) create relevant marketing plans to be implemented in an international setting
  • - (level 6) assemble and build clear and robust marketing analysis in an international context

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


Session 1: Creating value in an international setting Session 2: The international competitive advantage Session 3: Does origin matter? Session 4: From communication to brand management in the global arena Session 5: From distribution to education Session 6: From price to accessibility Session 7: Doing business in a stakeholders environment Session 8: The risks of internationalisation Session 9: China

No prerequisite has been provided

Knowledge in / Key concepts to master

An introductory course in marketing is welcome although not mandatory The course will be taught in English and students are required to present their work in English as well.

Teaching material

Mandatory tools for the course

No items in this list have been checked.

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

- Upload of class documents
- Interface to submit coursework
- Assessments
- Coaching/mentoring


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

- World Bank (2020), Global productivity – Trends, Drivers and policies. This document is made available for the course students on the moodle platform - Agarwal, J., Wu, T. (2018). Emerging Issues in Global Marketing: A Shifting Paradigm, ISBN 978-3319741284 - Usunier J.C., Lee J.A. (2012), Marketing Across Cultures, 6th edition, Pearson, ISBN 978-0273757733 OR 5th edition (2009), ISBN 978-0273713913

For each session, I propose some ‘food for thought’ material which consists of articles, supplementary notes, links to internet sites, etc. which might be of interest to participants who would wish to dig deeper into the topic of the session. The reading of this material is totally OPTIONAL.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
- Chailan, C. (2017), “Havana Club: Cuban Ron Guerilla”, CCMP 1907M03 - Chailan, C. (2015). Branding from Emerging Countries: How to compete internationally? Critical Perspectives on International Business, 11(1), 54-71 - Chailan, C. (2012), “S.T. Dupont: Back to Brand”, ECCH reference 512-051-1


List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : All sessions
Oral (30 Min.) / Individual / English / Weight : 25 %
Details : Class participation
Intermediate assessment / continuous assessment 2Other (date, pop quiz, etc.) : All sessions
Written and oral (30 Min.) / Group / English / Weight : 30 %
Details : One or two case studies
Final evaluationLast class
Written (30 Min.) / Individual / English / Weight : 20 %
Details : A quizz in the form of a multiple choice questionnaire taking place in the last session
Final evaluationOther (date, pop quiz, etc.) : Séances 6, 7, 8
Written and oral (30 Min.) / Group / English / Weight : 25 %
Details : Capstone report - A country market report
No assessment methods have been attributed to this course yet.