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Global Marketing

  • Enseignant(s):  
  • Titre en français: Marketing global
  • Cours donné en: anglais
  • Crédits ECTS:
  • Horaire: Semestre d'automne 2019-2020, 2.0h. de cours (moyenne hebdomadaire)
  •  séances
  • site web du cours site web du cours
  • Formations concernées:
    Maîtrise universitaire ès Sciences en management, Orientation stratégie, organisation et leadership

    Maîtrise universitaire ès Sciences en management, Orientation marketing

    Maîtrise universitaire ès Sciences en management, Orientation comportement, économie et évolution

    Maîtrise universitaire ès Sciences en management, Orientation business analytics



Building on the fundamentals of marketing, this course introduces the context of the Global Marketing environment. The overall goals of the course are to provide you the knowledge and skills for identifying global opportunities and developing international marketing strategies in the fast changing global business environment, as well as to develop analytical and decision-making, professional communication and market research skills in the global marketing context.

At the end of the course, students should be…

  • Master all relevant concepts and notions of Global Marketing
  • Aware of the importance of cultural, geographic and historical effects on global markets.
  • Able to understand the risk and vulnerabilities of companies involved in global markets.
  • Capable of analysing the orientation of marketing from domestic to global strategies as well as responding to the different elements, values, and cultures in different countries.
  • Evaluate the degree of customization of the Marketing mix that companies and products require to enter international markets successfully.

Several practical mini-cases will be analysed and discussed during the sessions. This will prepare the students to elaborate in groups of six students a specific case study that will be prepared, presented and debriefed in the classroom. An external Manager (often a HEC-Lausanne alumni) is invited as our external guest speaker, in order to share her/his professional experiences with the students and to answer relevant practical questions.


The course will be structured in three main parts with related sub-chapters in the following way:

Part I: Global Marketing Essentials

1. Introduction to Global Marketing

2. The Global Marketing Environment

3. The Importance of Culture

Part II: Approaching Global Markets

4. Global Market Research

5. Global Marketing Strategies

Part III: The Global Marketing Mix

6. Global Brand Management

7. Product and Service Decisions in Global Marketing

8. Global Pricing Decisions

9. Global Marketing Channels and Distribution

10. Global Marketing Communication


Recommended, but not mandatory textbooks are:

  • Global Marketing, Farrell, Sage
  • International Marketing, Baack, Harris, Baack, Sage
  • Global Marketing, Keegan & Green, Pearson

Extra readings and cases will be assigned throughout the course and posted on Moodle.



After the first session, a preliminary inscription (latest until 8h a.m. of the 4th of Oct. 2019) for the group cases (in groups of 6 students) is mandatory.


1ère tentative

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You can obtain 3 credits by taking this course. The final grad is composed by the following components:

  • Written (« closed book ») exam: 40%
  • Group case work and presentation: 60%

ASSESSEMENT CRITERIA: In assessing the presentation and the cases, the following criteria will be taken into account:

  • Interpretation of the task
  • Development of a logical and well ordered argument
  • Knowledge and understanding of the concepts and issues covered throughout the course
  • Analysis of the task and interpretation of the questions
  • Ability to organize relevant material to support your argument
  • Knowledge of relevant global marketing concepts
  • Critical analysis, evaluation and synthesis of relevant evidence
  • Clear and well supported conclusions
  • Clarity, style and coherence
  • Be extra careful to paraphrase your content, or to use appropriate quoting procedures with exact content replication.


  • All students are expected to do their own work when completing assignments. Failure to do so will result in immediate failure of the course.
  • Any cheating or violation of UNIL’s Policy on Academic Integrity such as collaboration on exams, quizzes or any other individual assignments or unauthorized access to materials will be punishable by failure in the course and will be referred to the Students Affairs for further action.
  • UNIL is committed to the highest standards of ethical conduct and academic excellence. Students are expected to uphold the UNIL standard of conduct relating to academic dishonesty.


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In case of the exam retake, the students will keep the grad from their case studies.

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