Plan de cours - Syllabus.pdf - 1 MASTERS PROGRAM M.SC in...

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1 MASTER’S PROGRAM M.SC in Business COURSE SYLLABUS MKG 8425 International Marketing Winter 2016 Schedule: Wednesdays 9:30am – 12:30pm Professor: Zandra Balbinot, Ph.D. Office: DS-2845 Email: [email protected] Course website : Moodle Office hours: By appointment I. COURSE DESCRIPTION This course will focus on the adaptation of some disciplinary management fields in the international context and proposes an analysis of the specificity of the organisation, the functions and the marketing operations of businesses working in foreign markets. It firstly aims at developing and strengthening a positive attitude in the graduate student towards the international dimension; then, to familiarize him or her of the principal decisions and responsibilities taken by a manager working in a foreign market; and finally, to make him or her more capable of developing a preliminary marketing tool in a context of an internationalization of business activities. II. SPECIFIC GOALS OF THE COURSE By the end of the course, the graduate student should be able to: (1) Understand the importance of the international aspect in business management. (2) Identify the main spheres of activity and decision in international marketing. (3) Diagnose simple and precise international marketing problems. (4) Know the international marketing research approach. (5) Know the marketing mix elements and strategies (product, price, distribution and communication) and their applications in the global context of the business activities. (6) Evaluate the determinants of success of businesses’ international activities. III. METHODOLOGY The approach adopted focuses at the same time on the formal presentation of fundamental principles of international business and on the learning of the managerial aspect associated with research, as well as on the international marketing strategic planning. The presentations, the bibliography, the cases studies and the research project must allow the graduate student to
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2 assimilate the theory and the research methodology necessary to solve the main international marketing problems faced by the company. The reach of the specific objectives of the course rests on diverse pedagogical formula, namely: (1) Lectures from the professor. (2) The use of audiovisual material integrated to the topic (ex. acetates, slides, documentaries, and so forth) (3) Presentation and discussion of practical cases to expose the graduate students to the real difficulties encountered in marketing deployed in an international context. (4) Formal presentations and methodological and contextual criticism of scientific articles related to research problems in international marketing. IV. EVALUATION The evaluation for the course will be the result of four distinct elements: Requirement Weight Modus operandi Observations Final exam (cumulative) 35% Individual Individual exam, cumulative, directed to measure the graduate’s student capacity to identify and manipulate principles and fundamental marketing concepts studied during all the term.
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