06260161 - Doing international business
Transcription
06260161 - Doing international business
06260161 - Doing international business Crédits ECTS : 3 Volume horaire total : 23 Cours magistraux : 15 Travaux dirigés : 8 Responsable(s) Mayrhofer Ulrike Objectifs This course concerns the application of marketing principles in an international environment. International marketing strategies and international product, pricing, distribution and communication policies will be discussed. TARGETED KNOWLEDGE -Understand the effects of economic globalisation and European integration on marketing decisions; -Be aware of advantages and drawbacks associated with different international marketing strategies; -Gain knowledge of market entry strategies and corporate linkages; -Gain an appreciation of the diversity of the European business environment. TARGETED SKILLS -Develop the ability to undertake international market studies; -Take marketing decisions (marketing strategy, marketingmix) in an international perspective. Contenu I. Major Dimensions of International Marketing II. International Market Research III. Market Entry Strategies IV. International Product Policy V. International Pricing Policy VI. International Distribution Policy VII. International Communication Policy VIII. The Organisation of International Activities Controle des connaissances APPRAISAL SYSTEM Written Exam Length : 1 h In class Examination: Yes Nature of student work and proportion weight: Group work on a case-study: 50 % Bibliographie BOOKS USED AS REFERENCE: GHAURI, P. N. and CATEORA, Ph. R. (2010), International Marketing. European Edition, 3rd ed., McGraw-Hill. ADDITIONAL READINGS : MAYRHOFER, U. (2012), Marketing International, 2nd ed., Economica. IAELYON SCHOOL OF MANAGEMENT Université Jean Moulin 6 cours Albert Thomas BP 8242 69355 Lyon cedex 08 (33) 04 78 78 70 66 http://iae.univ-lyon3.fr 07/02/2017 Page 1 / 2 USUNIER, J.-C. and LEE, J. (2009), Marketing Across Cultures, 5th ed., Prentice Hall. Informations complémentaires TEACHING METHODS The format of the class includes lectures, class-discussion, and case-studies. It is aimed to be interactive and the students are invited to participate actively. PREREQUISITE Basics in marketing. ADDITIONAL READINGS: MAYRHOFER, U. (2010), Marketing, 3rd ed., Ed. Bréal, Coll. Lexifac. Ce cours fait partie des formations suivantes : Master's Degree International Business Realities Program (en Anglais) Niveau d'entrée : Bac + 3;Bac + 4 Cours inclus dans : | Niveau de sortie : Bac + 5 • Content ( Obligatoire ) UFR : iaelyon School of management IAELYON SCHOOL OF MANAGEMENT Université Jean Moulin 6 cours Albert Thomas BP 8242 69355 Lyon cedex 08 (33) 04 78 78 70 66 http://iae.univ-lyon3.fr 07/02/2017 Page 2 / 2