International Marketing

Contribution pédagogique du cours au programme

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.
Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
Students will understand state-of-the-art management concepts and tools and use them appropriately.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.
Students will communicate ideas effectively, both orally and in writing, in a business context.
LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.
Students will analyze business organizations and problems in a multicultural and international environment

Descriptif

Marketing is the business function that draws the majority of public scrutiny and concern with regard to internationalization and the course should give participants a sense of the complexity of international decision-making in the emerging countries context. This course provides an overview of the main marketing management concepts and practices in today’s fast developing economies with a special focus on Africa, Latin America and Asia. After decades and even centuries of lackluster economic performance, emerging countries are now the fastest growing markets in the world, despite their volatility. Every relevant player in the business world is striving to capture this growth. Defining a strategy for where, when and how to invest is a major challenge in the complex and fast-moving world of emerging markets. This course is about improving the odds of placing winning bets in emerging markets by thinking strategically about the waves of opportunities that arise as countries develop. The underlying theory for this course is that, in spite of the many apparent differences, emerging markets develop following common patterns. As people strive to improve their quality of life, they follow very similar priorities in their needs and wants across the world. As a result, development tends to follow certain predictable paths. Understanding these patterns gives foresight of which opportunities are ready to be fostered, or are likely to emerge, in which markets. Participants 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 the context of emerging countries. Particular emphasis will be made on the following issues: Emerging countries’ business models, operating in emerging markets, targeting emerging markets clients, marketing at the bottom of the pyramid, international vs local branding, sustainability and marketing integrity in an emerging economies’ setting, and managing risks in emerging markets.

Organisation pédagogique

Objectifs pédagogiques

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Objectifs de développement durable abordés

Plan / Sommaire

Session 1 CREATING MARKETING VALUE IN EMERGING MARKETS Session 2 STRATEGIES FOR THE BASE OF THE PYRAMID Session 3 STRATEGIES FOR LOW-INCOME COUNTRIES MIDDLE CLASSES Session 4 BRAND MANAGEMENT IN EMERGING COUNTRIES Session 5 COUNTRIES PRESENTATIONS Session 6 EXPORTING FROM EMERGING COUNTRIES Session 7 MANAGING RISKS IN EMERGING COUNTRIES Session 8 EMERGING MARKET COMPANIES GOING GLOBAL Session 9 DOING BUSINESS IN A STAKEHOLDERS ENVIRONMENT Session 10 PRACTICING MARKETING IN EMERGING COUNTRIES

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

At least one course in the marketing field such as Marketing Basics or Fundamentals of Marketing or Marketing Management

Bibliographie recommandée

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Modalités d'évaluation

Liste des modalités d'évaluation

Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.