MKTMKTL10901 Global marketing management

Code MKTMKTL10901
Title Global marketing management
Module MKTMKTL109 - Global marketing management
Department MKT - Marketing
Duration 24 h
ECTS credits 3 / 3 (erasmus)
Language
  • English
Description This course provides a rapid overview of the key principles and strategies involved in managing global marketing initiatives. Students will explore the essentials of international marketing, including market analysis, entry strategies, product adaptation, pricing, distribution, and promotion.
Objectives
Prerequisites Fundamentals of marketing
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










Global Marketing Management will deploy a variety of engaging teaching methods to enhance student learning. These methods include dynamic lectures to introduce key concepts, real-world case studies to apply theory to practice, group discussions and debates for active participation, and access to online resources to stay current with industry trends. Additionally, group projects, quizzes, and polls will promote teamwork and assess understanding, while peer reviews and problem-based learning exercises will encourage critical thinking and practical application.






 








 









 
Assessment Written exam outside of class time (50 %) - Durée. 2h
Continuous assessment (20 %) : Quiz+ Class Participation
Written assignment (30 %) : Final Project + Presentation
Bibliography
  • Global Marketing, Global Edition, 10th edition, 2020, Warren J. Keegan, Mark C. Green
Advised bibliography Gillespie, K., & Swan, K. S. (2021). Global marketing. Routledge.

Murphy, P. E. (2017). Marketing ethics at the millennium: Review, reflections, and recommendations. The Blackwell guide to business ethics, 165-185.

Samiee, S., & Roth, K. (1992). The influence of global marketing standardization on performance. Journal of marketing, 56(2), 1-17.

Base(s) de donnée(s) recommandée(s) pour le cours – à retrouver sur Intranet / menu Infomédiathèque :
  • Dawsonera ()
  • Business Source Complete (EBSCO) ()
  • Harvard Business Publishing Collection (Ebooks) ()
  • THE NEW YORK TIMES ()