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International Marketing International Business Program Fall 2019 Semester - French Alps: Grenoble

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International Marketing

International Marketing Course Overview

OVERVIEW

CEA CAPA Partner Institution: Grenoble Ecole de Management
Location: French Alps: Grenoble, France
Primary Subject Area: Marketing
Instruction in: English
Transcript Source: TBD
Course Details: Level 300
Recommended Semester Credits: 2.5
Contact Hours: 30

DESCRIPTION

This module will examine the global aspects of marketing and students will learn to apply the basic concepts, practices and principles of marketing in an international context.

The course will cover:
- The international marketing environment
- The Specificities of International Marketing : increased complexity of the environment (economy, history and geography, cultures, politics, legal environment)
- The International Marketing Triad : Segmenting, Targeting and Positioning in an international context
- Global competitive analysis and strategy
- International Market Selection
- International market entry strategies and expansion
- Understanding Licensing, Franchising, and Strategic Alliances.
- The 4 Ps in an international context, international product decisions, international pricing, international distribution, global communication strategies
- Implementing an international marketing plan and control.

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