MGYE MKT 5702
Appréhender la stratégie marketing à l'international
The course focuses on the alignment of the firm’s international marketing strategy and its information technology strategy in order to maximize its Organizational Learning and Knowledge Management abilities at the global level.
Topics addressed include : the scope and challenges of international marketing, information technology as enabler of successful international marketing, the international business environment, the impact of culture on international marketing, assessing international market opportunities, developing international marketing strategies, the role of information systems and technology in successful international marketing.
3 study cases
theoretical courses and study cases
Programme grande école