Recherche en stratégie et marketing internat. organ. (MARK701_IO)

Volume horaire

TD : 10h

Présentation

The course illustrates the process of marketing research that support company and brand internationalization.

Compétences acquises

At the end of the course students:

a)     will be familiar with the key pillars of international marketing and branding

b)     are able to understand the factors that exlpain international and global marketing decisions

c)     will be able to develop an explorative international marketing research.

Pré-requis

There are no pre-requisites to attend the course.

Bibliographie

Ghemawat P. (2001), “Distance still matters”, Harvard Business Review, September, pp.137-147.

Levitt T. (1983), “The globalization of markets”, Harvard Business Review, May-June, pp.92-102.

Young R.B., Javalgi R.G. (2007), “International marketing research: A global perspective”, Business Horizons, Vol.50, pp.113-122.

Diplômes intégrant ce cours

En bref

Crédits ECTS : 2

Méthode d'enseignement
En présence

Langue d'enseignement
Français

Contact(s)

UFR, Écoles, Instituts

Lieu(x)

  • Chambéry (domaine universitaire de Jacob-Bellecombette - 73)