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Recherche en stratégie et marketing international (RECH701_IO)

  • ECTS

    2 crédits

  • Composante

    UFR Lettres, Langues et Sciences Humaines

Description

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

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Objectifs

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.

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Heures d'enseignement

  • TDTravaux Dirigés9h

Pré-requis obligatoires

There are no pre-requisites to attend the course.

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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.

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