Marketing international

Crédit : 3 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 24 h

Description du contenu de l'enseignement

The course is held in English and has been designed to prepare students the best for their marketing career in an international context. It is based on real-life experiences in terms of brand building, product adaptation and launch in various markets across the globe, from Europe to Middle East, Asia and the US. You will learn to make the right twist in the marketing mix when it comes to « glocalization », by always integrating the intercultural notions you will obtain at the beginning of the class.

Mode de contrôle des connaissances

  • Individual participation in class : 50%
  • Cases in the team : 50%

Bibliographie, lectures recommandées

  • Merk, Michaela, « Luxury Sales Force Management : Strategies for winning over your brand ambassadors », Palgrave MacMillan, 2014.
  • Usunier, Jean-Claude, Lee, Julie Anne, Marketing Across Cultures, Prentice Hall, 2012.
  • Trompenaars, Fons, Woolliams, Peter, Marketing Across Cultures, Capstone Publishing, 2004.

Enseignant responsable

MICHAELA MERK



Année universitaire 2016 - 2017 - Fiche modifiée le : 09-03-2017 (11H21) - Sous réserve de modification.