Code
MPFE MKT 7004
Level
M2
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
2
Class hours
16
Total student load
10
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Marketing management is concerned with the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. It seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations.
Learning objectives/Intended learning outcomes
- 2.1 - Develop a critical awareness of highly specialised knowledge, some of which is at the forefront of knowledge, with a view to formulating innovative contributions to complex issues, in line with the strategic plan of organisations and with scientific
- 2.3 - Conduct a reflective and detached analysis that takes into account the challenges, issues and complexity of a request or situation in order to propose appropriate and/or innovative solutions in line with regulatory developments.
- 3.2 - Communicate effectively and appropriately for the purposes of training, knowledge transfer, skills development or innovation, in English and at least one other language, in a global and multicultural context.
- 4.1 - Understand and apply complex project management methods in order to propose innovative strategic approaches that integrate the societal, digital, energy and/or environmental challenges that organisations may face.
- 4.2 - Lead a complex project with responsibility, with the aim of supporting the transformation of organisations (design, management, team coordination, implementation and management, control, dissemination), by mobilising multidisciplinary skills and bri
- 5.1 - Monitor global and systemic changes in ecosystems in an international environment with a view to anticipating possible transformations and innovations and proposing proactive and proportionate responses to the major issues and challenges ahead.
Sustainable Development Goals
SDG 12: Responsible Consumption and Production
Justification: The course addresses the challenges of global product lifecycles and the importance of developing sustainable branding and packaging strategies that minimize waste across international borders.
SDG 13: Climate Action
Justification: Students analyze the environmental impact of international logistics and supply chains, exploring how "green marketing" strategies can reduce the carbon footprint of global trade operations.
SDG 17: Partnerships for the Goals
Justification: International marketing inherently relies on cross-border cooperation. The module teaches students how to build ethical and mutually beneficial trade partnerships between diverse nations and organizations.
Learning delivery
Mixte
Pedagogical methods
The course is based on a mix of theoretical lectures and practical applications. It utilizes case studies from multinational corporations to illustrate the challenges of market entry and cross-cultural adaptation. Students will work in groups to design an international marketing plan for a specific target country, fostering collaborative learning and strategic thinking through real-world scenarios.
Evaluation and grading system and catch up exams
This will be based on a combination of case analyses, exercises, and a three hour exam at the end of the course.
Module Policies
Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office during office-hours or by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● The tolerated delay is 5 minutes. Attendance will be declared on Moodle during these 5 minutes via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Keywords
1. Global Strategy 2. Cross-cultural Adaptation 3. Market Entry 4. Global Branding 5. Sustainable Marketing
Prerequisites
Bechlor In Management