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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 2022-2023, 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 comportement, économie et évolution

    Maîtrise universitaire ès Sciences en management, Orientation marketing

    Maîtrise universitaire ès Sciences en management, Orientation business analytics
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Building on the already established fundamentals of Marketing, this course focuses on the Global Marketing environment. The overall goals of this course are to provide you with the right knowledge and skills for identifying global opportunities and developing international Marketing strategies in a fast changing global business environment, to develop analytical thinking, reflected decision-making and professional communication in a 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, economic, historical and political effects on Global Marketing.
  • Able to understand the opportunities and challenges, the risk and vulnerabilities of companies involved in global markets.
  • Capable of analysing the development of Marketing from domestic to global strategies as well as responding to the different elements like values or culture in different countries.
  • Evaluate the degree of customization of the Marketing mix that companies and products require to enter and sustain in international markets successfully.

Practical mini-cases will be prepared, analysed and discussed in the sessions. Those cases will prepare the students to elaborate (in groups of ideally six students) their graded group cases, to be presented and debriefed in the classroom.

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.


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 Customer Insights

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 inscription in groups of 6 students (latest until the 7th of October) for the group cases is mandatory.


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:

  1. 23/09
  2. 07/10
  3. 14/10
  4. 04/11
  5. 11/11
  6. 02/12
  7. 16/12


1ère tentative

Ecrit 1h00 heures
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NB: Depending oo the COVID-19 situation, the individual part may be a written exam or a written personal essay. The final decision will be taken once the sanitary situation is predictable.

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

  • Group case studies and presentation: 40%

  • Individual exam or essay: 60%


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.


Ecrit 1h00 heures
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Non autorisée

Same as for the original session.

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