Analyse de marché à l'international (MARC901_MCIAY)
Présentation
Objectifs
|
To review the fundamentals of marketing strategy. To discover the different models of market penetration abroad. To understand the stages of a market implementation |
Heures d'enseignement
| Cours Magistral | 4,5h | |
| Travaux Dirigés | 10,5h |
Pré-requis obligatoires
A good knowledge of analysis strategic tools and fundamental concepts of marketing. |
Plan du cours
|
1- Some reminders of essential concepts : business model, positioning, value proposition, marketing mix… 2- The different models combining global integration & local responsiveness : global, transnational, international, multidomestic strategies. 3- The key steps to implement an international strategy |
4- Two focuses : international brand strategy, the way of measuring client satisfaction depending on the countries.
Compétences visées
|
To be able to understand the major issues of market penetration and implementation abroad. |
Bibliographie
International Marketing Strategy: Analysis, Development and Implementation (R. Lowe, I. Doole, A. Kenyon) |