Espaces pédagogiques interactifs

This course provides an introduction to the concepts, frameworks and decision-making tools used by firms when they design and implement a marketing strategy across national borders. Through a combination of lectures and applied in-class exercises, students will learn to analyse foreign markets, choose entry strategies, and adapt the marketing mix (product, price, distribution, communication) to different cultural and economic contexts. The course relies on real-world company examples and short case studies discussed collectively in the lecture hall.

By the end of this course, students will be able to:

•       Analyse the macro-environment of a foreign market using the PESTEL framework

•       Explain the influence of culture on consumer behaviour and marketing decisions

•       Compare and recommend foreign market entry modes

•       Segment, target and position an offer for an international market

•       Design an international marketing mix (product, price, place, promotion) adapted to a target market

•       Present and defend a marketing recommendation in a group setting

Informations sur l'espace de cours

Rattachements à l'offre de formation