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.
At the end of this learning unit, the student is able to :
On successful completion of this program, each student will acquire the following skills :
The course will help students to :
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”.
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:
- Examine how small and bigger companies develop marketing strategies on international markets.
- Understand the importance of cultural differences when building a brand strategy in a globalized world.
Due to the COVID-19 crisis, the information in this section is particularly likely to change.Lectures, case studies, conferences , videos and a group project linked to a real company problem.
Due to the COVID-19 crisis, the information in this section is particularly likely to change.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.