International Marketing University of Bordeaux
Upon completion of this course, students will have learned: - International marketing and new trends - Fundamentals in marketing and contextualization of tools in aninternational environment that is unstable and diverse - Examples of the adaptation of tools according to internationaltrends: sustainable development, “Bottom of the Pyramid” markets,digital economy, hard economic times, potential opportunities and newapproaches of African markets
- Basic level of English. - Fundamental principles of marketing.
- Essay, written exam (2 hours): 80% of overall grade. - Course work - report (group work): 20% of overall grade.
I. INTRODUCTION TO INTERNATIONAL MARKETING - International marketing≠ Global marketing? - Back to fundamentals of marketing - Casestudies: IM by SMEs & IM by big firms (articles for reading anddiscussion) II. LOOKING FOR GROWTH DIVERS - Segmenting targeting and positioning - Introduction to strategic innovation - Introduction to sustainable marketing (vs green washing) III. INTERNATIONAL MARKETING & INNOVATION. AT ANY COST? - Value creation through sustainable business model - Examples from the Bottom of the Pyramid approach IV. PUTTING DE "PS" INTO THE QUESTION? - Optimizing the place in the marketing mix - Optimizing the promotion in the marketing mix
Online Course Requirement
Maximum number of students: 28.Duration: 20 hours Study level: Vocational BachelorLanguage of instruction: EnglishMode of delivery: Face-to-face teaching
Site for Inquiry
Please inquire about the courses at the address below.
Contact person: Diana Sarradediana.firstname.lastname@example.orgFrank Duquesnoisfranck.email@example.comGregory Zetschegregory.firstname.lastname@example.org