Introduction to Marketing

  • Level: Master 1
  • Period: Semester 1
  • Language: English
  • Credits: 3 ECTS
  • Teacher/Coordinator: Julie Christiaen

Main Objectives

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.

Skills Developed

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.


General Content

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%)

Download complete course description for full program details


Julie Christiaen
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