Course details
International Marketing
MARK 20116A
It allows students to understand one of the central issues arising from marketing products and services abroad: finding the optimal degree of adaptation to local specificities vs. standardization across borders. It covers strategic decisions in marketing (market selection, entry modes, segmentation, targeting and positioning) and tactical decisions (policies for product, price, place, distribution, promotion, personnel, process and proof). To this end, students will develop their ability to perform an analysis of cultural, administrative, geographical, economic and technological distances between markets. Finally, they will apply all concepts studied by carrying out an marketing plan international as their term assignment.
Themes covered
- Standardization and adaptation in international marketing
- Structure and tools for the international marketing plan
- Analyzing administrative differences (institutional and legal) between countries
- Analyzing socio-cultural differences between countries
- Analyzing economic and technological differences between countries
- Selecting foreign markets and entry modes
- Segmenting targeting and positioning in foreign markets
- Adapting international product policies
- Adapting international pricing policies
- Adapting international distribution policies
- Adapting international communication and promotion policies
Important notes
Course in French : MARK 20116
Equivalent course(s): MARK 20024(A)
Course code
MARK 20116A
Subject
Marketing
Program
Bachelor’s degree (BBA)
Location
Côte-des-Neiges
Instruction mode
On-site learning
Credits
3