Pedagogical Board
Academic Year 2015-2016
Year 3 – Semester 5
This syllabus is subject to amendments and approvals
Syllabus :
INTERNATIONAL MARKETING
INNOVATION AND DEVELOPMENT IN A
MULTICULTURAL CONTEXT
Course Description
Code : BISL3S2MV08D
Created in : 2014
Language of instruction : English
Position :
ECTS Credits: 4
Status : Specialized seminar
Total Hours : 60 h Face-to-face:24 h
Campus : Tours
Course coordinator : Aude RYCHALSKI
Address : Tours campus, A 216 bis
Telephone : 02.47.71.72.93
E-mail : arychalski@escem.fr
Teaching format : 4 days + intersession coursework
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INNOVATION AND DEVELOPMENT IN A MULTICULTURAL CONTEXT
I.
Module objectives
The objectives of the 'innovation and development in a multicultural context’ module are
to introduce students to the complexities of global marketing and to explore themes
relating to international markets. The main themes encountered are listed below:



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The role of marketing in a global environment
Global environment and global market entry strategies
The role of culture in global marketing
The marketing mix: brand strategy, product management strategy, understanding
communications, price and international distribution
I.bis
Contribution to Learning Goals
This module contributes to the following Learning Goals:
 LG1, “Business Knowledge”: Students will be able to identify factors which
contribute to a better understanding of the topic of innovation and development
in a multicultural context. Knowledge of these factors will be assessed via a
group project (written report and oral presentation)
 LG2, “Intercultural experience”: Students must work in mixed nationalities
 LG3, “Ethical professional behaviour”: Students will have to work in groups
which requires ability to listen to others and respect others’ opinions
 LG4, “Professionalization”: Students will have to demonstrate a professional
attitude by their participation in class and personal knowledge to be shared
 LG5, “Professional communication”: Students will have to be able to show
written and oral communication skills through a written report and an oral
presentation
 LG6, “Use of ICT”: Students will have to demonstrate their ability to use ICT
through their written report (Word) and oral presentation (Power Point)
II.
Pedagogical Methods
This module is split into eight 3-hour sessions. The final 3 hours will consist of oral
presentations of the final project.
Prerequisites
Students are expected to have followed at least one of the following modules (or equiv):
 Fundamentals of marketing
 Consumer behaviour
 Marketing mix
III.
References
Books:
Armstrong, G. and Kotler, P., 2013, Principles of Marketing, Global Edition, (15th
edition), Pearson.
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Keegan, W., 2013, Global Marketing Management: International Edition, (8th edition),
Pearson.
Keegan, W. J., and Green, M. C., 2013, Global Marketing, 7th, global edition, Pearson
Ed. Ltd
Internet websites:
https://www.ama.org/publications/MarketingNews/Pages/Current-Issue.aspx
http://www.businessweek.com/companies-and-industries/media-and-marketing
http://www.marketingweek.co.uk
Cyberlibris:
Stone, M. and McCall, J.B., 2004, International Strategic Marketing: A European
Perspective, Taylor & Francis.
Onkvisit, S., Shaw, J., 2004, International Marketing: Analysis and Strategy, (4th
edition), Pearson.
IV.
Assessment: participation and assessment
Type
Weighting
Description
Participation*
20%
Attendance*, contribution in class, general attitude,
unscheduled MCQ
Continuous
80%
assessment**
Written report (40%) and oral presentation of group
project (40%)
*Any unjustified absence/late arrival will lead to penalties, as specified in Rules &
Regulations.
The assessment can be adjusted or modified during the Academic Year by the
management of the programme, if necessary.
V.
Final project
The final project is as follows: You’ve been appointed as the marketing team of a
French company (either fictive or real) willing to expand internationally. Your duty will
be to assess:
 The environment
 Which markets are worth exploring
 The marketing strategy worth applying
 The most appropriate marketing mix
This project is split into a written report and an oral presentation.
The written report:
The written report must be handed at the beginning of session 8
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


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No more than 8 pages (including the front cover and references)
Arial 12
Single space
Margins:
o Left: 3cm
o Right: 2 cm
o Top: 2.5 cm
o Bottom: 2.5 cm
The oral presentation:
The slides must be printed for your classmates and for the professor (black and white,
front and back)





No more than 20 minutes
5-minute Q & A
Power point or Prezi
Please make sure all the group members have an equal amount of airtime
Please make sure you captivate the audience (reading your notes will not help)
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VI.
Course content
N°
Session 1
Sessions
2& 3
Topic
Learning outcomes
Course presentation and introduction
Global environment and global market entry
strategies: the importance of culture in a
multicultural context
• Define what is "global marketing"
• Understand the importance of global marketing in today’s world
• Understand how a political environment impact marketing
• Know how international law differs over the world
• Appreciate which business issues lead to legal problems
• Understand how a conscious or unconscious reference to one’s own
cultural values may influence one’s perceptions of the market
• Go through the concepts of segmentation, targeting and positioning
• Understand the different types of entry modes (exporting, licensing, jointventure and M&A)
• Go through the concepts of products and brands
• Be able to make a decision between local products and brands vs.
global products and brands
Sessions
4, 5, 6 & 7
• Go through the pricing strategies
• Appreciate the question of currency fluctuations
• Introducing the 3 global pricing alternatives
The global marketing mix
• Go through the question of global retailing
• Be able to decide which channel structure option to choose from
• Go through the issue of global communication channels
• Decide upon standardization vs. adaptation
Session 8
Final assessment: group written project and oral
presentations
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SUMMER PROGRAM - YEAR 3
ASSESSMENT GRID - ORAL PRESENTATION
CONTENT
Relevance of the chosen company / brand / country(ies)
/ 1.5
Analysis of the environment
/2
Market analysis
/3
Relevance of the entry strategy
/ 2.5
Relevance of the marketing mix
/6
/15
Sub-total
FORM
Overall presentation (quality of the power point)
/2
Team spirit
/ 1,5
Time management
/ 0,5
Audience interaction
/1
Sub-total
/5
Total
/ 20
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