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      • MKT-20/ International Marketing Strategy

      MKT-20/ International Marketing Strategy

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      André des Forges
      Management, Marketing
      (0 review)
      Free
      • Overview
      Free
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      COURSE DESCRIPTION 

      With the globalisation push, companies are increasingly going international with their array of products and services. This has precipitated the need to ramp up the skills required in the global business environment to gain a competitive advantage. To train capable marketing managers, this course will integrate concepts of marketing with International business principles and cross-cultural management, enabling them to develop and implement international marketing strategies.

      Using an applied learning pedagogy inclusive of case studies, students will be taught core topics like International market analysis using the CAGE model, the product policy and planning process, market research and segmentation. Strategy development will be taught through the stages of internationalisation, and the factors affecting international product and service placement and incorporating  the complexities of manufacturing and marketing in various regions world over.

      Key topics will also include International marketing environment, international trade policy, market entry strategy, niche marketing, and international arbitration. To validate the course, students will design a creative and innovative strategy to access new market opportunities for a product or service, mindful of the changing technologies and policy context.

      Learning objectives: 

      • Develop an understanding of basic international marketing concepts, theories, principles, and terminology
      • Staying updated with the ever changing financial and technological currents
      • Understanding the impact of global environmental factors – social, economic, political, cultural and legal 
      • Identifying and analysing market opportunities and international customers through market research and cross-border segmentation 
      • Responding to external demands for Corporate Social Responsibility and ethical conduct 
      • Ability to develop a global marketing strategy by applying concepts of pricing, promotion, position and channels of distribution internationally
      • Identify and find solutions to marketing challenges such as the impact of social media, low-price competition and market commoditization.

      Prerequisites:  BTS Commerce international, MDW_270 Enterprise Strategy, minimum TOEIC score of 650

      DESCRIPTION DU COURS

      Avec la mondialisation, les entreprises s’internationalisent de plus en plus avec leur gamme de produits et de services. Cela a précipité la nécessité d’améliorer les compétences requises dans l’environnement commercial mondial pour obtenir un avantage concurrentiel. Pour former des responsables marketing compétents, ce cours intégrera les concepts du marketing aux principes du commerce international et à la gestion interculturelles, leur permettant ainsi de développer et de mettre en œuvre des stratégies de marketing international.

      Grâce à une pédagogie d’apprentissage pratique incluant des études de cas, les étudiants apprendront des sujets fondamentaux tels que l’analyse du international market à l’aide du modèle CAGE, la politique de produit et le processus de planification, les études de marché et la segmentation. Le développement de la stratégie sera enseigné à travers les étapes de l’internationalisation, et les facteurs affectant le placement international des produits et services et incorporant les complexités de la fabrication et du marketing dans diverses régions du monde.

      Les sujets clés comprendront également l’environnement marketing international, la politique commerciale internationale, la stratégie d’entrée sur le marché, le marketing de niche et l’arbitrage international. Pour valider le cours, les étudiants devront concevoir une stratégie créative et innovante pour accéder à de nouvelles opportunités de marché pour un produit ou un service, en tenant compte de l’évolution des technologies et du contexte politique.

      Objectifs: 

      • Maîtriser les concepts, théories, principes et terminologie de base du marketing international
      • Se tenir au courant des courants financiers et technologiques en constante évolution
      • Comprendre l’impact des facteurs environnementaux mondiaux – sociaux, économiques, politiques, culturels et juridiques 
      • Identifier et analyser les opportunités de marché et les clients internationaux par le biais d’études de marché et de segmentation transfrontalière 
      • Répondre aux demandes externes en matière de responsabilité sociale des entreprises et de conduite éthique. 
      • Capacité à développer une stratégie marketing globale en appliquant les concepts de prix, de promotion, de positionnement et de canaux de distribution au niveau international
      • Identifier et trouver des solutions aux défis marketing tels que l’impact des médias sociaux, la concurrence à bas prix et la banalisation du marché.

      Pré-requis: Score de 650 au TOEIC, BTS Commerce international, MDW_270 Enterprise Strategy

       

      Links to resources for presentations or summaries:

      GLOBAL STRATEGY

      https://www.strategy-business.com/article/00139

      https://www.strategy-business.com/article/00298

      https://hbr.org/2003/11/the-forgotten-strategy

      CEMEX: 

      https://www.strategy-business.com/blog/CEMEX-An-Emerging-Market-Multinational

      International Strategy and organisation: https://journals.sagepub.com/doi/pdf/10.1177/1476127008090010

      How global are we? https://www.iedc.si/docs/default-source/Publications/iedc-book-of-the-year-2013.pdf?sfvrsn=0

      Expanding internationally: 

      https://www.youtube.com/watch?v=ZK6QLOYGM1s

      Global principles of marketing and branding: https://www.mediabeacon.com/en/blog/global-marketing-strategy

      GLOBAL MARKETING STRATEGY

       https://sumo.com/stories/global-marketing-strategy

      https://www.tomedes.com/translator-hub/global-marketing

      International marketing tools: https://www.businessstudynotes.com/marketing/international-marketing/types-tools-international-marketing-strategies/

      https://tollfreeforwarding.com/blog/5-necessary-tools-global-marketing-campaigns/

      Global Marketing strategies: 

      https://www.cleverism.com/global-marketing-strategies/

      https://www.brid.tv/global-marketing-strategy-examples/

      https://blog.hubspot.com/marketing/global-marketing-and-international-business

      MARKET ANALYSIS TOOLS

      https://www.intracen.org/itc/market-info-tools/overview/

      Market segmentation: https://www.businessmanagementideas.com/marketing/market-segmentation/international-market-segmentation/21129

      https://core.ac.uk/download/pdf/29314547.pdf

      How to succeed in foreign markets: https://www.exportplanning.com/en/magazine/article/2019/07/02/processes-and-tools-for-internationalization/

      CROSS-CULTURAL MANAGEMENT

      https://thriveglobal.com/stories/cross-cultural-management-explained/

      https://hi.hofstede-insights.com/introduction-to-cross-cultural-management123

      https://www.forbes.com/sites/forbeslacouncil/2019/04/23/the-importance-of-cross-cultural-management/?sh=2d9d65e1b5c3

      International marketing manager skills: https://www.noodle.com/articles/how-to-become-a-global-marketing-manager-career-guide

      Marketing Environment: https://open.lib.umn.edu/exploringbusiness/chapter/9-8-the-marketing-environment/

      https://www.yourarticlelibrary.com/marketing/7-factors-constituting-marketing-environment/48590

      https://businessjargons.com/marketing-environment.html

      https://marketing-insider.eu/macro-environment/

      https://www.marketingtutor.net/marketing-environment-definition-factors-and-examples/

      Impact of micro and macro factors: https://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-macro-environment-factors-on-marketing/

      https://www.iedunote.com/marketing-environment

      CORPORATE SOCIAL RESPONSIBILITY

       https://digitalmarketinginstitute.com/blog/corporate-16-brands-doing-corporate-social-responsibility-successfully

      https://www.buybox.net/en/customer-experience/ideas-incorporate-csr-initiatives-marketing-strategy/

      https://www.elsevier.es/en-revista-spanish-journal-marketing-esic-377-articulo-marketing-corporate-social-responsibility-csr–S2444969517300483

      https://www.forbes.com/sites/forbescommunicationscouncil/2018/07/13/companies-can-improve-the-world-how-csr-and-marketing-tie-the-knot/?sh=687200733082

      https://www.marketingstudyguide.com/corporate-social-responsibility-marketing/

      https://phoscreative.com/articles/corporate-social-responsibility-is-more-than-a-marketing-strategy/

      https://www.nbs.net/articles/the-marketing-effects-and-limits-of-csr

      ETHICAL MARKETING

      https://www.wordstream.com/blog/ws/2017/09/20/ethical-marketing

      https://smallbusiness.chron.com/marketing-issues-ethical-implications-24089.html

      http://euroasiapub.org/wp-content/uploads/2017/07/2IMJune-5026-1.pdf

      https://www.encyclopedia.com/finance/finance-and-accounting-magazines/ethics-marketing

      GLOBAL BRANDING

      https://info.templafy.com/blog/how-to-build-and-organize-a-global-brand-strategy

      https://rockcontent.com/blog/global-branding/

      https://www.marketingweek.com/five-strategies-for-a-successful-global-brand/

      https://ibrandstudio.com/articles/global-branding-strategies

      https://www.litmusbranding.com/blog/8-powerful-global-branding-strategies-to-emerge-as-an-international-brand/amp/

      Books

      Czinkota and Ronkainen. International Marketing. Harcourt Inc.

      Cateora, Philip Gilly, Mary and Graham, John (2013), International Marketing, 16th edition, Sydney, Australia: McGraw Hill.

      Douglas and Craig. Global Marketing Strategy. McGraw-Hill, Inc.

      Keegan, W. J. And M. C. Green. “Global Marketing”. Global Edition. Seventh Edition. Pearson Prentice Hall 2013.

       

      Course Features

      • Lectures 0
      • Quizzes 0
      • Duration 21 hours
      • Skill level All levels
      • Language English, French
      • Students 0
      • Assessments Yes

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