International Marketing

Globalization, off-shoring, near-shoring, resettlement, international development… Companies use many levers when growing on the international battlefield.

Course Objectives

The aims of the course are:

  • Understand the stakes of international Marketing
  • Grasp International Marketing specificities: the opportunities and potential pitfalls deriving from its deployment
  • Be able to analyze the Marketing Strategy of a company on its international market and understand the specific issues related to doing business in several countries and regions.

Course Content

  1. Context and internal/ external of international businesses
  2. Market research and business intelligence
  3. Product & Services launch / business case
  4. Stakes of the pricing policy and offer portfolio
  5. International distribution / business case
  6. Communication / business case
  7. International business planning
  8. Global or international sales force management
  9. Structures and organization.