|Module / ECTS / Path / Specialisation||Module :Cases in International Marketing : 5 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
|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 participate in a decision-making process in a critical way.|
|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 demonstrate written and oral competency in two foreign languages.|
|Students will analyze business organizations and problems in a multicultural and international environment|
This course aims at highlighting key topics in international marketing and providing students with knowledge related to the influence of culture and political systems, and the search for international market opportunities.
The coverage of these topics is mainly based on the Harvard Business School case studies, solved with an approach combining class discussions, group works, and presentations. At the methodological level, students will learn how to prepare a practical and effective marketing plan and resolve case studies.
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.
- Identify the appropriate tools and frameworks necessary to analyze international marketing issues
- Discover the opportunities in the increasingly complex global marketplace
- Analyze product, distribution, promotion, pricing and other relevant marketing factors for international markets
- Develop international marketing strategies
Basics of international marketing
Cultural and political impact on international marketing
International market research
International market selection
International marketing strategies and decisions
An introductory course in marketing.
The course will be taught in English and students are required to present their work in English as well.
Ghauri & Cateora (2014), International Marketing, 4th edition, McGraw-Hill Higher Education.
Hollensen (2017), Global Marketing, 7th edition, Pearson Education.
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may lead to expulsion from the class/course.