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Course Jukebox

Course Jukebox

Course Detail

Degree
Others
Standard Academic Year
Semester 5
Course delivery methods
face-to-face
Subject
Social studies, Business & administrative studies
Program
School
IUT Bordeaux
Department
Campus
Campus Bastide
Classroom
Course Offering Year
2022-2023
Course Offering Month
September - December
Weekday and Period
Capacity
Credits
4 ECTS
Language
English
Course Number
UE3B

International Marketing University of Bordeaux

Course Overview

Upon completion of this course, students will have learned: 

- International marketing and new trends
- Fundamentals in marketing and contextualization of tools in an
international environment that is unstable and diverse
- Examples of the adaptation of tools according to international
trends: sustainable development, “Bottom of the Pyramid” markets,
digital economy, hard economic times, potential opportunities and new
approaches of African markets

Learning Achievement

Competence

Course prerequisites

- Basic level of English.
- Fundamental principles of marketing.

Grading Philosophy

- Essay, written exam (2 hours): 80% of overall grade.
- Course work - report (group work): 20% of overall grade.

Course schedule

I. INTRODUCTION TO INTERNATIONAL MARKETING - International marketing
≠ Global marketing? - Back to fundamentals of marketing - Case
studies: IM by SMEs & IM by big firms (articles for reading and
discussion) 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

Course type

Lectures.

Online Course Requirement

Instructor

Other information

Maximum number of students: 28.
Duration: 20 hours
Study level: Vocational Bachelor
Language of instruction: English
Mode of delivery: Face-to-face teaching

Site for Inquiry

Please inquire about the courses at the address below.

Contact person: Diana Sarrade
diana.sarrade@u-bordeaux.fr

Frank Duquesnois
franck.duquesnois@u-bordeaux.fr

Gregory Zetsche
gregory.zetsche@u-bordeaux.fr