Please note the due to the present circumstances, this course will be held as an online course.

This course will equip students with the tools and terminology to explore and understand marketing practices in a global environment. Putting yourself as an international marketing manager, you will learn the scope and challenge of international marketing, the dynamic environment of international trade, the complexities of cultural systems, and the influence of political, legal, and business systems on global markets.

The course will cover the following topics:

• The reality of a global marketplace
• Markets in different stages of development: from economically developed to emerging and bottom-of-the pyramid markets
• Assessing the international environment across markets
• Global consumer culture
• Global market segmentation, targeting, and positioning
• The global marketing mix
• Global challenges such as sustainability, diversity, and technological change
• Contemporary topics in global marketing

The essence of the course is to reflect the realities of the international marketplace and how firms operating in these environments are gearing their marketing activities.

Throughout the course, students will:

• acquire the basic knowledge, concepts, tools, and international terminology necessary to understand international problems and issues
• understand how companies adjust their international strategies based on the global environmental changes (e.g., globalization)
• build respect and comprehension of cultures and nations by critically analyzing the social, political, legal, and economic forces that shape them
• develop an understanding about what is involved in making international marketing decisions, including product, price, promotion, and place decisions to create a marketing mix
• develop the knowledge and skills to analyze cross-cultural variables and their impact on international marketing
• develop the ability to integrate the important global societal dimensions of diversity, environmental concerns, ethics, and technological change into their thinking

Additionally, at the end of the course, students will be able to:

• identify, interpret, and evaluate information sources related to international marketing
• understand the pillars of efficient and effective organization of teamwork
• structure materials in a coherent line of arguments, and present it in a concise way

Please note that the first and last session are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours  (1 session)  is  permitted.

Within this course, a variety of pedagogical approaches will facilitate the successful completion of the learning objectives:

• The course is delivered as a mix of lectures covering theoretical concepts and their applications. The sessions will be supported by a preparatory reading that will be used for in-class exercises and discussions.
• Case studies are used to discuss how frameworks help understand decision-making in the real world. We will use both mini case studies in class, and longer case studies that need to be prepared in advance.
• Students will be working in groups on developing an international marketing strategy. Working in teams is a valuable social learning experience. To assure that all members contribute to the teamwork, peer reviews will highlight the importance of individual contributions.
• Homework will be designed to develop students’ ability to summarize major issues, to apply the concepts discussed, and to evaluate and provide reasonable solutions in a business situation.
• Class participation is essential to guarantee the achievement of the learning objectives. Your participation grade will be based on class attendance (on time), the quality/frequency of your comments, and your answers to the questions.

Individual Reflections (one pre- and one post-course assignment, 5 points each)  10 points

Class Activities and Participation                                                                             10 points

Team Project (three written reports à 10 points)                                                      30 points

Quizzes (two quizzes à 10 points)                                                                            20 points

Case Analysis                                                                                                           15 points

Article Reviews (2 reviews à 5 points)                                                                     10 points

Peer Review                                                                                                               5 points

Grading Scheme:

100-90 pts – 1

89-80 pts -    2

79-70 pts -    3

69-60 pts -    4

below 60 –   failed

The remaining assessment Information is to be found below under "additional Information for course members"

N/A

Students who choose to take this course should display a strong interest in marketing and its international application. Prior knowledge in marketing (e.g., basic marketing course) will support learning in this course, as the basics of marketing will not be reviewed in detail.

Lecturer is available via email: verena.gruber@hec.ca

Regular attendance in the class is mandatory, particularly in the first (and last) session, as groups will be formed.

Supplementary readings will be announced in due time.