International Marketing

llsms2002  2019-2020  Louvain-la-Neuve

International Marketing
Note from June 29, 2020
Although we do not yet know how long the social distancing related to the Covid-19 pandemic will last, and regardless of the changes that had to be made in the evaluation of the June 2020 session in relation to what is provided for in this learning unit description, new learnig unit evaluation methods may still be adopted by the teachers; details of these methods have been - or will be - communicated to the students by the teachers, as soon as possible.
5 credits
30.0 h
Q1
Teacher(s)
Language
English
Main themes
Building on the fundamental marketing concepts, this course will examine the specificities of operating a business in an international context. Globalization has first led companies to standardize their marketing strategies across countries. Yet, more recently, some of them have discovered the limits of an excessive standardization and are now developing global marketing that takes local specificities into account.
The objectives of this course are to:
  1. Examine how small and bigger companies develop marketing strategies on international markets.
  2. Understand the importance of cultural differences when building a brand strategy in a globalized world.
Aims

At the end of this learning unit, the student is able to :

1

On successful completion of this program, each student will acquire the following skills :

  • Action-orientation, implementing solutions in context based on analysis and diagnosis
  • Problem-solving orientation, through knowledge activation and application
  • Pragmatism and risk-evaluative mindset when developing and implementing new product/service idea
  • Understanding of a situation in its local and international socio-economic context and detection of strategic issues of operational problems and solutions
  • Leadership and teamworking

The course will help students to :

  1. Study the latest evolution and changes of international marketing
  2. Understand how to approach the different cultures in a globalized world
  3. Learn how to realize an international marketing plan
 

The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
Content
Building on the fundamental marketing concepts, this course will examine the specificities of operating a business in an international context.
Globalization has first led companies to standardize their marketing strategies across countries. Yet, more recently, some of them have discoverd the limits of an excessive standardization and are now developing global marketing that considers local specificities.
The objectives of this course are twofold:
  1. Examine how small and bigger companies develop marketing strategies on international markets.
  2. Understand the importance of cultural differences when building a brand strategy in a globalized world.
Teaching methods
Lectures, case studies, conferences , videos and a group  project linked to a real company problem.
Evaluation methods
Continuous assessment
Group work to hand out during Q1P2 (25/11 – 9/12).
Quiz on conference content.
Case study preparation during the four-week course.
Examination in session
January: Writing on the whole course material (60%), group project (30%), and 4 quizzes (10%).
If one of the three part of the evaluation process is not completed, students do to respect the course requirement and will be given an “Absent” for the first and second session.
September: Written or oral exam on the whole course material. Students keep the grade attributed for the group project and quizzes.
Other information
See detailed information on Moodle (LLSMS2002 – International Marketing, P. T. Jupsin)
Online resources
Download teaching slides and case studies via Moodle
Bibliography
KEEGAN WJ and GREEN MC (2004), Global Marketing Management, Prentice Hall series in Marketing International Edition, 9th Edition.
Faculty or entity


Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Sigle
Credits
Prerequisites
Aims
Master [120] : Business Engineering

Master [120] : Business Engineering

Master [60] in Management

Master [120] in Management

Master [120] in Management