To introduce students to strategic issues concerning international marketing, mains steps of the identifica-tion of a market, and marketing mix adaptation to an international and multicultural environment.
Based on the international environment context:
To analyze a foreign market and identify opportunities and threats
To recommend relevant marketing strategy for a company
To understand, create/adapt a marketing policy to international markets
To prepare a marketing plan and financial recommendations to be submitted to the management of a company or external financial investors
To communicate and make a professional business presentation in a multicultural environment.
DISCOVER and LEARN | Theoretical approach to international marketing issues: strategic marketing, research marketing and operational marketing, financial decisions
PRACTICE | Through a case study: multicultural marketing teams work on a product to be launched in a new country; based on a market study, give recommendations regarding marketing strategy, marketing policies and financial decisions.
Oral presentation on case study (80%)
Written recommendation to convince external financial investors (20%)