Cases in International Marketing

EM023M03A1

Semestre
A
Discipline
Marketing
Volume horaire
27 H
Nombre de places
45
Ouvert aux visitants
Oui
Langue
EN
Responsable
Claude CHAILAN

Liste des intervenants

Intervenant(s) Email Volume horaire CM
Claude CHAILAN chailan@unistra.fr 27 h

Contribution pédagogique du cours au programme

Aucune contribution pédagogique associé à ce cours pour ce programme.

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. 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.

Organisation pédagogique

Face-to-face

- Lectures
- E-learning

In group


- Oral presentations
- Projects
- Case studies/texts

Interaction

- Discussions/debates

Others

Aucun élément de cette liste n'a été coché.

Objectifs pédagogiques

Cognitive domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • - (niv. 1) recognize the concepts, tools and frameworks necessary to analyze and manage international marketing variables and main issues, locally and globally.
  • - (niv. 4) analyze any international marketing question, either strategic or operational
  • - (niv. 6) create relevant marketing plans to be implemented in an international setting
  • - (niv. 6) assemble and build clear and robust marketing analysis in an international context

Affective domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
Aucun affective domain n'a pour le moment été associé à ce cours.

Objectifs de développement durable abordés

Aucun objectif de développement durable n'a été coché.

Plan / Sommaire

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: All you need to know about ChIndia

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

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.

Supports pédagogiques

Mandatory tools for the course

Aucun élément de cette liste n'a été coché.

Documents in all formats


- Newspaper articles
- Case studies/texts

Moodle platform

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

Software

Aucun élément de cette liste n'a été coché.

Additional electronic platforms

Aucun élément de cette liste n'a été coché.

Bibliographie recommandée

Ouvrages principaux

- 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

Littérature complémentaire

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.

Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource

Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…
- 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

Modalités d'évaluation

Liste des modalités d'évaluation

Evaluation intermédiaire / contrôle continu 1Autre (date, contrôle surprise...) : at random
Orale (30 min) / individuelle / Anglais / pondération : 20 %
Précisions : Class Participation INCLUDING readings: Class participation is based on three factors: - Preparation and participation to the ‘Hot topics in International Business’ discussion taking place at the beginning of each session - Answers to questions about the readings to be prepared for each session - General participation to discussions
Cette évaluation sert à mesurer ILO3.1-BAI, ILO1.2-BAI, ILO1.3-BAI
Evaluation intermédiaire / contrôle continu 2Autre (date, contrôle surprise...) : All sessions
Orale (30 min) / en groupe / Anglais / pondération : 25 %
Précisions : Case study preparation and presentation
Cette évaluation sert à mesurer ILO3.1-BAI, ILO4.3-BAI, ILO4.4-BAI, ILO1.2-BAI, ILO1.3-BAI
Evaluation intermédiaire / contrôle continu 3Autre (date, contrôle surprise...) : at random
Ecrite (30 min) / en groupe / Anglais / pondération : 35 %
Précisions : Case study report. After the sessions, the teams write a summary of the presentations and discussions on one or more of the cases. Three case studies reports must be written. The choice of the cases is left to the teams’ choice
Cette évaluation sert à mesurer ILO3.1-BAI, ILO4.3-BAI, ILO4.4-BAI, ILO1.2-BAI, ILO1.3-BAI
Evaluation finaleAutre (date, contrôle surprise...) : 48 hours after the last session of the course.
Ecrite (30 min) / individuelle / Anglais / pondération : 20 %
Précisions : An online quiz, taking place 48 hours after the last session of the course.
Cette évaluation sert à mesurer ILO3.1-BAI, ILO4.4-BAI, ILO1.3-BAI
Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.