This course in our international business specialized track focuses on the development of international marketing strategy and is aimed at acquiring several essential skills in business :
– Analysis and comparison of international markets
– Formulation of an international business strategy
– Management of international operations
– Choice of international entry modes
– Selection of foreign markets and consumer and professional market segments
– Value assessment in international activities
Description :
Contribution to the development of the targeted skill(s) :
– Define and understand strategic intelligence and international business intelligence
– Identify a company’s international decision-making problem
– Understand the different aspects of an international marketing problem
– Develop sales opportunities in foreign markets
Contents:
– Understanding the benefits of an organization’s internationalization process
– Identify an organization’s international expansion needs and objectives
– Identification of strategic options for international development
– Identify sources of information for decision-making (intelligence)
– Analyze and sort data in relation to objectives
– Use strategic analysis tools to identify growth markets and international targets for organization
– Use the company’s internal diagnosis to determine its capacity to internationalize (financial, human, logistical, etc.)
– Identify international development support organizations (BPI, etc.)
– Identification of international business prospects
– Costing and estimating the feasibility of an international prospecting operation
– Adapting the offer by deploying an international marketing mix (adaptation and standardization strategies, etc.)
– Drawing up an international launch plan that takes cultural specificities into account
– Feedback and recommendations
At the end of the couse, the learner will be able to:
– Carry out a structured export/import diagnosis using strategic tools (internal information gathering)
– Collect information from the international environment (identify relevant data sources, identify data collection tools, ensure data reliability)
– Select suitable export and import markets using indicators
– Position the offer according to the cultural specificities identified in the target market(s)
Previous knowledge in business and marketing is useful
Recommended reading in addition to course material shared in class:
Ghauri (2015), International Marketing, McGraw Hill.
Hofstede, Hofstede and Minkov (2010), Cultures and Organization: Software of the Mind, McGraw Hill.
Keegan (2014), Global Marketing Management, Pearson.
Rugman and Collinson (2013), International Business, Pearson.
Usunier and Lee (2016), Marketing across Cultures, Prentice Hall.
Vahlne and Johanson (2017), From internationalization to evolution : The Uppsala model at 40 years, Journal of International Business Studies, 48 (1087-1102)
This course is structured around short lectures and course readings focusing on two main themes: international entry mode choice and developing international markets. An active, intensive and reverse-learning process will be implemented with students preparing for each session through exercises, case studies and international simulation platforms. Students will work together in hybrid mode to analyze international markets and develop recommendations for selected companies in global markets. They will study firms outside of the European market to deepen their knowledge of internationalization issues.
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