Code
MGYE MKT 5753
Niveau
M2
Discipline
Marketing, commercial
Langue
Anglais/English
Crédits ECTS
2
Heures programmées
21
Charge totale étudiant
40
Coordonnateur(s)
Département
- Management, Marketing et Stratégie
Equipe pédagogique
Introduction au module
Understand the workings of globalization
Supporting companies in the new competitive conditions
Improving the prospects of development and international expansion of business
Adapt products and services in a dual concern for profitability and matching demand
optimize their internal and external communication
Bloc de compétences
- 3. Communiquer stratégiquement dans des environnements globaux et multiculturels
Compétences du bloc
- 3.2 - Communiquer de manière efficace et pertinente, à des fins de formation, de transfert de connaissances, de compétences ou d'innovation, en français et dans au moins une langue étrangère, dont l'anglais, et dans un contexte global et multiculturel.
Objectifs d'apprentissage du cours
At the end of this course, students will be able to:
-- Explain key concepts in international marketing, trade, organizational learning, and knowledge management in a global business context.
-- Analyze international market environments and assess how they influence a firm’s trade and marketing decisions.
-- Compare and evaluate alternative international trade and marketing strategies across different countries and market contexts.
Contenu : structure du module et agenda
The course will be sequenced in 4 modules:
1. Global business environment
2. International trade
3. International marketing strategy
4. International communication
Contribution à l'atteinte des ODD (Objets du Développement Durable)
ODD 17 - Partnership for the goals: through examples in class and discussions international trade facilitates sustainable development
ODD 12 – Responsible Consumption and Production: through examples in class and discussions where companies had to balance profit with responsibility.
Nombre d'ODD abordés parmi les 17
2
Apprentissage
synchrone
Méthode pédagogique
Lectures
Case studies
Group project to apply the concepts learned
Système de notation et modalités de rattrapage
Case analyses, exercises and other forms of group work: 40%
Presentation and participation: 40% (10% for participation and 30% for oral presentation)
Multiple choice quiz: 20%
Règlement du module
Class attendance and active participation are mandatory in the course and comprise part of the assessment process.
Références obligatoires et lectures suggérées
Main books:
• International trade. The basics. J. Poon, D. L.Rigby, 2017
https://www.vitalsource.com/en-uk/referral?term=9781317580904
• International trade: trade and policy, global edition. Krugman, Obstfeld, Melitz, 2017
https://www.vitalsource.com/en-uk/referral?term=9781292060439
Additional reading:
• Deresky, H., International Management: Managing Across Borders and Cultures, Text and Cases, Global Edition, 9/E, 2016, Pierson
• BRETT, J., BEHFAR, K., & KERN, M.C. :“Managing multicultural teams”, Harvard Business Review, 2006, p. 85-91
• COX, T. : “The multicultural organization”. Academy of Management Executive. 1991
• LEWIS, R.D.. : When Cultures Collide: leading across cultures. 2006
• Albaum G., Duerr E., « International export management »
Interesting links:
• http://geerthofstede.com/culture-geert-hofstede-gert-jan-hofstede/6d-model-of-national-culture/
• http://www.doingbusiness.org/
• http://www.heritage.org/index/
• http://reports.weforum.org/global-competitiveness-report-2015-2016/
• http://www.transparency.org/
• http://www.worldbank.org/
https://www.wto.org/
Mots-clés
international, trade, marketing