Description du cours

Intitulé de l'Unité d'Enseignement

International Marketing

Code de l'Unité d'Enseignement

21IEM10

Année académique

2024 - 2025

Cycle

MASTER

Nombre de crédits

Nombre heures

Quadrimestre

Pondération

Site

Anjou

Langue d'enseignement

Anglais

Enseignant responsable

Gribomont Laura

Objectifs et contribution de l'Unité d'Enseignement au programme

Prérequis et corequis

Students should have ideally followed a basic marketing course such as: introduction to marketing. However, this isn’t compulsory.

Description du contenu

Méthodes pédagogiques

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
Teaching Method
* Physical & distant learning
* Guest speakers

Pedagogical Support
* Slides on ICHEC Moodle
* External speaker presentations
* Successful Marketing in Emerging Markets: Fathi Tlatli and Marilyn Holschuh. All chapters. G2000.

PART B : INTERNATIONAL MARKETING MANAGEMENT
Teaching Method
There are lectures by professor in remote learning that also include concrete examples. Besides, students will be asked to work on a business case, L’Oreal Brandstorm.

Pedagogical Support
The teaching materials include reference books, slides, videos, and business cases that will be communicated by the professor through Moodle.

Mode d'évaluation

2 AA 50% each
PART A: BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
1. Written exam in January (different type of questions , material presented during the course) => 60% of total grade

Evaluation criteria:
a. Analysis
b Understanding of the concepts and examples presented during the class
c. Coherence

2. L'Oreal Brandstorm case study in groups of 5 students => 40% of total grade

PART B: INTERNATIONAL MARKETING MANAGEMENT
1. Written exam in January => 60% of total grade

Evaluation criteria:
a. Analytical thinking
b. Ability to translate theoretical concepts into practical uses
c. Strategic and creative thinking

2. L'Oreal Brandstorm case study in groups of 3 students => 40% of total grade

Références bibliographiques

PART A : BEHAVIORS OF INTERNATIONAL MARKETS & ACTORS
? Successful Marketing in Emerging Markets: Fathi Tlatli and Marilyn Holschuh. All chapters. G2000.
? International Business: Michael R. CzinKota, Ilka A. Ronhkainen, Michael H. John Wiley & Sons Edition in 2009.
? Consumer Behavior: Michael R. Solomon. Pearson Prentice Hall in 2009.

PART B : INTERNATIONAL MARKETING MANAGEMENT
? Global marketing 9th edition.; Warren J Keegan, Mark Mc Green; Pearson Global edition, 2017
? International marketing 17th edition; Philip R. Cateora, Mary C. Gilly, John L. Graham; Mc Graw Hill, 2016