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GEST-S441

Global marketing

academic year
2024-2025
2025-2026

Course teacher(s)

Virginie BRUNEAU (Coordinator)

ECTS credits

See programme details

Quadrimester(s)

See programme details

Language(s) of instruction

Unknown, english

Course content

Marketing is becoming more and more global. After a brief introduction on the necessity for most companies to grow internationally, the important decision of how to select a country is reviewed. This includes trade agreements, macro and micro economic environment. Obviously, how culture is influencing one’s business will be seen across the course. Before starting a business in a foreign country it is imperative to gather the appropriate information. Sources of information are listed together with how to deal with international market research. The possible market entry strategies are analysed including their respective advantages and disadvantages. The impact of going international on the five key marketing strategies is explained going through segmentation, product decisions, pricing policies, channels selection and communication. An overview is given on the international organization and how to handle KPI’s in an international structure. Finally some fundamentals of International protection of brands are reviewed.
 

This course contributes to the Sustainable Business Operations pedagogical pathway of the Sustainable Development initiative that seek to provide an integrated training in sustainability.

Objectives (and/or specific learning outcomes)

At the end of the course, students will be able to :

  • Deal with strategic marketing problems facing industries in the international environment

  • Master tools and techniques required in a complex and ever changing context.

The world has become a global village: when we talk about markets, we generally speak in worldwide terms. This dramatic evolution has been brought about by the recent technological revolution in communications and transportation systems. Today, the next phase of the communication revolution has arrived: information technology is again transforming the way we do business.

This opens a huge door of opportunity to businesses enabling them to sell their products and services to anybody in virtually any country who might be a potential purchaser.

Prerequisites and Corequisites

Required and Corequired knowledge and skills

A basic marketing course is a prerequisite. 

Teaching methods and learning activities

The format is based on active learning and includes lectures, participation to an international business game, case studies, and managerial conferences. In order to put the theory into practice, managers will be invited as guest speakers to present how they effectively implement marketing strategies in their company. To apply the theoretical concepts seen in class, students will have to (1) read and analyze some case studies/articles and (2) participate to an international business game. The student is considered as an independent, self-organised learner. Every student is expected to contribute as actively as he/she can to the discussions in class.

References, bibliography, and recommended reading

Readings and course slides will be made available for students.

Contribution to the teaching profile

With the help of this course, students will notably learn to:

  • Integrate sustainable development into problem analysis
  • Master and apply key economic and management concepts, frameworks and theories in a professional context to identify a business opportunity and create a relevant innovative solution for it
  • Display critical thinking and develop autonomous learning strategies and techniques
  • Work and communicate effectively as part of a team in an international and multicultural environment
  • Demonstrate a strong work ethic to foster a socially responsible behaviour in the workplace

Other information

Contacts

virginie.bruneau@ulb.be

Campus

Solbosch

Evaluation

Method(s) of evaluation

  • Other

Other

The evaluation is composed of three group assignments and one individual quizz (to assess the knowledge of the theoretical bases).

Mark calculation method (including weighting of intermediary marks)

Repartition if individual assessment (quizz) is above 7/20 :

  • Group assignment 40%
  • Brandstorm competition 25%
  • Individual assessment (quiz) 20%
  • Group assignment on market research 15%

If the grade for the individual assessment is =<7/20, the individual assessment (quiz) will account for 50% (instead of 20%).

In this case the repartition will be the following:

  • Group assignment 25%
  • Brandstorm competition 15%
  • Individual assessment (quiz) 50%
  • Group assignment on market research 10%

Language(s) of evaluation

  • english

Programmes