International Marketing

Code UE : USM317

  • Cours + travaux pratiques
  • 4 crédits

Responsable national

Anne-Gaelle JOLIVOT

Responsable opérationnel

Public et conditions d'accès

Master 2 in International Business and Corporate Development

Objectifs pédagogiques

Companies engaged or not in marketing goods or services abroad are affected by the happenings in the global market place and the response of other businesses (both local and foreign) to these changes. The only constant is change. Consumers will continue to change in needs and consumption behavior, the environment in which businesses operate will continue to change. The companies that survive and grow will be the ones that understand change. It has, therefore, become critical to conduct proper international marketing research. Globalization of markets leads to increasing competition, and hence a growing importance of the role of marketing and international marketing research in creating value for foreign consumers.
The course provides students with the knowledge of the main international market research methods, the main difficulties to be encountered in establishing equivalence and comparability of research in different countries; and most of all, how international marketing managers can transform existing (secondary) and newly collected (primary) data on a global scale into useful information and value creation for foreign consumers. A dedicated section will deal with ethnographic research in helping firms in every industry truly understand consumers and adapt to fast-changing markets.

Compétences visées

  • Understand the Nature and Scope of International Marketing Research
  • Conduct an international Marketing Research 
  • Be able to transform existing (secondary) and newly collected (primary) data on a global scale into useful information and value creation for foreign consumers. 

Contenu

  • The Nature and Scope of International Marketing Research (Classification of International Marketing Research, International Marketing Research in Practice, Existing secondary and newly collected primary data on a global scale)
  • International Marketing Research Process
  • Issues Specific to International Marketing Research
  • Role of International Marketing Research in International Marketing Strategy Formulation
  • Ethnographic research applied in international commercial market research

Modalité d'évaluation

Individual and group work, class participation.

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Contact

Cnam - IIM - EPN stratégies - Programmes Master in Management (MIM)
EPN15, 2 rue Conté bureau 31.2.31
75003 Paris
Tel :00 33 1 58 80 85 64
Sophie Le Liboux - Alice de la Pradelle

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