Programme

Module II : Marketing international, Communication internationale et interculturelle (coefficient 1)

B. Borja de Mozota, A. Deysine, P. Arnaud

Brigitte Borja de Mozota est Maître de conférences à l'université Paris X en sciences de gestion, elle enseigne le marketing stratégique, l'innovation, le design et le design management. Chercheur, elle est spécialisé en design management, elle a publié " Le Design " et est éditeur en chef de la revue Design Management Magazine. Au niveau international elle est responsable de la recherche au sein du Design Management Institute (USA).

Ce module se compose de deux parties

  1. Marketing international
  2. Langue et culture des pays non anglophones
  1. Marketing international

    Course Description: In today's global business environment, "marketing" is no longer a single company department that manages advertising and sales in the domestic environment. "International Marketing" deals with the entire process of analysing and entering markets, adapting the product-service mix to different cultural environments, establishing profitable positions, and building loyal customer relationships. This course reviews the principles of marketing and examines in-depth the process of marketing goods and services on an international basis by analysing how modern companies deal with competitive challenges and opportunities in the global marketplace.

    This course consists of lectures combined with case study analyses, class discussions, and student presentations. During the course, each student will complete one individual project (5-10 page paper, 10-15 minute presentation). In addition, students will form groups and produce a major project presented at the end of the course (20-25 page paper, 20-30 minute presentation). There is one written exam during the course.

    Students are expected to be prepared for class and participate in class discussions. Complete details for the individual project-presentation and the group project-presentation will be discussed on the first day of class.

    The class includes an introduction to the notions of culture (Ed. T Hall) and corporate culture (Deal and Kennedy) and examples (American business culture, culture in Muslim countries) etc

  2. Langue et culture (3ème langue)

    L'étudiant est tenu de suivre un enseignement en LV3 (ni français, ni anglais).Les enseignements sont dispensés à l'UFR de langues (bâtiment F).Des enseignements dans les langues suivantes peuvent être suivis en : Allemand, Arabe, Chinois, Espagnol, Italien, Néerlandais, Portugais, Russe, Tchèque.

    NB : les étudiants étrangers peuvent si nécessaire, être autorisés à suivre des enseignements de français.