MKTMKTL20101 Global operational Marketing

Code MKTMKTL20101
Title Global operational Marketing
Module MKTMKTL201 - Global operational Marketing
Department MKT - Marketing
Duration 24 h
ECTS credits 3 / 3 (erasmus)
Language
  • English
Description This course will equip students with the tools and terminology to explore and understand marketing practices in a global environment.

The students will be able to apprehend all the diffrent forces and influences that interact when deciding and implementing an international and/or global marketing strategy.
Objectives
Prerequisites Introduction to international cultural environment
Sustainable development In order to implement the objectives of France's "Green Plan of Higher Education Institutions", each class considers the issues and stakes of Sustainable Development related to the subject matter being taught
Course sequencing
Method Class Discussion and Participation

Power Point Presentation

Video presentation

Exercises and case study

Inverted classes
Assessment Written exam outside of class time (40 %) - Durée. 2h
Continuous assessment (60 %)
Bibliography
  • Global Marketing, Pearson, 2020, Warren J. Keegan, Mark C. Green
  • Marketing international. Marchés, cultures et organisations, PEARSON, 2018, Nathalie Prime, Jean-Claude Usunier
  • International Marketing, SAGE Publishing, 2019, Daniel W. Baack, Barbara Czarnecka, Donals E. Baack
Advised bibliography - Plançon. B (2016). Marketing international : rappels théoriques et cas pratiques. MA EDITIONS.

- Richard-Lanneyrie, S. C. (2019). Les clés du marketing. le Génie éditeur.