Recherche en stratégie et marketing international (RECH701_IO)
Présentation
The course illustrates the process of marketing research that support company and brand internationalization.
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.
Heures d'enseignement
| Travaux Dirigés | 9h |
Pré-requis obligatoires
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.