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Global Marketing

  • Enseignant(s):   T.Eckardt  
  • Titre en français: Marketing global
  • Cours donné en: anglais
  • Crédits ECTS: 3 crédits
  • Horaire: Semestre d'automne 2020-2021, 2.0h. de cours (moyenne hebdomadaire)
  •  séances
  • site web du cours site web du cours
  • Formations concernées:
    Maîtrise universitaire ès Sciences en management, Orientation comportement, économie et évolution

    Maîtrise universitaire ès Sciences en management, Orientation business analytics

    Maîtrise universitaire ès Sciences en management, Orientation stratégie, organisation et leadership

    Maîtrise universitaire ès Sciences en management, Orientation marketing

 

Objectifs

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 prepared, analysed and discussed during the sessions. This work will prepare the students to elaborate (in groups of six students) a larger group case study, to be presented and debriefed as well in the classroom.

Each semester an external Executive Manager (often a HEC-Lausanne alumni) is invited as guest speaker, in order to share her/his professional experiences with the students and to answer their practical questions.

Contenus

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

Références

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.

Pré-requis

N/A

After the first session, a inscription in groups of 6 students (latest until the 30th of Sept. 2020) for the group cases is mandatory.

SESSION PLANNING

Seven sessions are planned to be hold on campus (this may vary depending on the most COVID situation) from 8.30h - 12.00h during the following days:

  • 25/09
  • 09/10
  • 30/10
  • 06/11
  • 20/11
  • 04/12
  • 18/12
  • Evaluation

    1ère tentative

    Examen:
    Sans examen (cf. modalités)  
    Evaluation:

    NB: Reacting to the COVID-19 situation, the written exam is replaced by a written essay. The instructions will be sent out on TUE 15/12 and the deadline for submission is the SUN 31/01/21 at midnight.

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

    • Group case studies and presentation: 60%

    • Individual essay: 40%

    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.

    ACADEMIC INTEGRITY/DISHONESTY:

    • 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.

    Rattrapage

    Examen:
    Sans examen (cf. modalités)  
    Evaluation:

    Same as for the original session.



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