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International Marketing

Université de Lausanne

Faculte des Hautes Etudes Commerciales - 2012-2013

 

 

International Marketing

Professor Jean-Claude Usunier and Phd Candidate Mine Diren

Assistant: : Maël Redard-Jacot (Mael.Redard-Jacot@unil.ch, room 530, tel 692.34.72)

 

Teaching Objectives: In this course, students should learn about choices of foreign market entry and internationalization processes as well as cross-national/cross-cultural marketing strategies for companies operating in a global environnement. The course aims to provide students with knowledge related to the influence of culture and language on different aspects of international marketing and to highlight key topics in international marketing management. Through the seminar, students will develop interpretive and comparison skills in a cross-cultural perspective. Such skills are necessary to prepare product, branding, pricing, and communication decisions.

 

Language: Cases as well as exercises are in English. Students may deliver written class assignments either in French or in English. The exam can be written either in French or in English.

 

Required textbook

Jean-Claude Usunier and Julie Lee, Marketing Across Cultures, 5th edn, 2009, Harlow, Pearson.

 

Teaching method

 

This course combines instructor’s presentations, case discussions, and exercises. All assignments should be prepared in groups (absolute maximum 5 students). Each group is asked to deliver a written solution to the case questions (6 pages maximum; please do not paraphrase the case) for the 2 assigned cases (). 

 

 

 

Course Outline

 

Session

Date

Topics

Lecture/Case

1

Sept. 18

International trade and internationalization

processes: Multidomestic vs. Global markets

Reading 1

2

Sept. 25

Theories of internationalization and business strategies in the global environment

Reading 2

Exercise 1

3

Oct. 2

Assessing foreign environments and

appraising risks in local markets

 

Reading 3

(P. 136-145 and 168-170)

4

Oct. 9

Cultural differences and international marketing (1)

 

Chapter 1 and 2

5

Oct. 16

Cultural differences and international marketing (2)

Chapter 3

 

6

Oct. 23

International market research: The issue of cross-cultural equivalence

Chapter 6

 

7

Oct. 30

Convergence of consumer behavior and globalization of markets

Chapter 4 and 5

Exercise 2

8

Nov. 6

Intercultural marketing strategies: Global products and local consumers

Chapter 7 and 8

9

Nov. 13

Local, International, and global brands: Managing meaning, origin, and brand image

Chapter 9

Mobile Phones EU

Exercise 3

10

Nov. 20

International price policies

Chapter 10

11

Nov. 27

Contracting in Local Markets

Chapter 14 and Reading 3 (pages 156-167)

Exercise 4

12

Dec. 4

International distribution strategies, Intermediation choices, exporting, and channel management

Chapter 11

Virtual Beehive

13

Dec. 11

International Marketing Communications

Chapter 13

14

Dec. 18

Organizing and controlling international marketing operations

Report delivery

 

 

End of the course

 

 

Grading

 

Class assignments and report: 45%; based on grades for 2 written case assignments (10% each), 4 exercises (10% in total = 4 x 2.5%), and the project (15%).

 

Final exam: 55 %; the exam is based on all course materials. No document is allowed during the 2 hour exam. The exam topic is in English. You may write your exam in either French or English. A second exam session (retake session) is organized in August 2013 for those who fail at the January/February 2013 session. Grading for the retake exam session is based on exam only (100%).

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