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Home arrow Courses arrow Description of courses arrow International Marketing
International Marketing PDF Print E-mail

 

 CODE    
 693IMK
 YEAR   
 MME3
 ECTS CREDITS 5
 LANGUAGE   
 English
 AVERAGE NUMBER OF STUDENTS  30
 SEMESTER    
 1 & 2
 CONTACT HOURS 21 HOURS
 STUDY TIME 60 HOURS

       
COURSE OBJECTIVES :
To provide students with a detailed understanding of the relevant concepts, issues and strategies relating to marketing in an international company.
To develop students’ ability to analyse international brand strategies
To build critical skills of the international marketer :  the development and launch of new products on international markets

COURSE DESCRIPTION :
Managing the International Marketing Mix :
1- Developing products for international markets.

  • Technical dimension of product development
  • International brand development and management
  • Price positionning
  • International product launchesIllustration a Case Study

 

 

 

2- Distributing products through European Retail Groups

  • Introduction to major European retail markets
  • Introduction to major international retail groupshow to negotiate with international retail groups
  • Illustration with a Case Study

 

 

 

3- Developing an international communication strategy

  • Factors affecting international communication strategies
  • Developing a creative strategy for an international product launch
  • Developing an international media campaign
  • Illustration with a case study

 

 

 

BIBLIOGRAPHY :
BUCKLEY P.J. and GHAURI. P.N. (eds), (1999). “The Internationalisation of the Firm: a Reader” (2nd Ed). International Thomson Business Press
CATEORA P.R. and GRAHAM J.L. (2002). “International Marketing” (11th Ed). McGraw Hill
CZINKOTA M.R. and RONKAINEN I.A. (eds), (1995). “Readings in Global Marketing”. Dryden
DOOLE I. and LOWE R. (eds), (1997). “International Marketing Strategy”. Thomson Business Press
HOLLENSEN S. (2001). “Global Marketing” (2nd Ed). Financial Times / Prentice Hall
USUNIER Jean-Claude (1999). ” International Marketing”. Prentice Hall
GHAURI ET CATEORA (2005). “International Marketing” (2nd edition). Mc Graw Hill
USUNIER “International Marketing”. Prentice Hall

BIBLIOGRAPHY: www.cyberlibris.com
WALLISER BJORN “Le marketing international”. ethèque
WHITE Michael (2002). “A Short Course in International Marketing Blunders”. World Trade Press

PEDAGOGICAL METHODOLOGY :
(lecture, tutorials etc…)

ASSESSMENT :
Constitution de la note finale     
Tests :
Participation :
Written course work : 100%
Viva :
Final exam :    

 
 
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