International Marketing

Description

In this course, students will acquire awareness of the challenges companies are facing in international marketing activities. Different strategic approaches for market selection, entry mode and operational policies are discussed.

Compétences visées

Upon completion of this course, students should be able to :

- (level 1) identify the main challenges companies are facing in international marketing activities
- (level 4) compare different strategic options for foreign market entry and their respective opportunities and risks
- (level 2) elaborate the main outlines of an appropriate strategic approach in a specific business context
- (level 5) develop a detailed international marketing plan suitable in a given context

Bibliographie

Main reading material :
Hollensen, S. (2016), Global marketing – A decision-oriented approach, 7. ed., Pearson Education. Ghauri, P. (2014), International marketing, Mc Graw Hill Morschett et al. (2009), Strategic International Management, Springer

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