Durée
24h Th, 60h AUTR
Nombre de crédits
| Open Borders MBA | 5 crédits |
Enseignant
Langue(s) de l'unité d'enseignement
Langue anglaise
Organisation et évaluation
Enseignement au deuxième quadrimestre
Horaire
Unités d'enseignement prérequises et corequises
Les unités prérequises ou corequises sont présentées au sein de chaque programme
Contenus de l'unité d'enseignement
This module focuses on international marketing strategy ... for general managers. Indeed, it is our aim to guide (future) general managers and help them adopt a marketing perspective. Therefore, we emphasize the philosophy of marketing (more than its techniques). We emphasize its terminology (more than its theories). We emphasize the marketing context and hope that future managers adopt a more outside-in perspective. The main point of departure is value-based marketing. The value for the customer is the key point of departure in any marketing strategy and decision.
Major aspects of the seminar:
- The changing international marketing environment
- Value propositions
- Pricing as a powerful marketing tool
- Adapting marketing across borders
Acquis d'apprentissage (objectifs d'apprentissage) de l'unité d'enseignement
- Understanding the role of marketing in the overall strategy and management of a firm/business unit.
- Having clear notions of the changing global marketing environment.
- Understanding the principle of value-based marketing and is capable of designing a value proposition and understanding the consequences of a particular value proposition on the business model and marketing management of a firm/product/business unit.
- Being sensitive to the need of intercultural and international translations of marketing strategies and tactics.
Savoirs et compétences prérequis
Activités d'apprentissage prévues et méthodes d'enseignement
Mode d'enseignement (présentiel, à distance, hybride)
face-to-face
Supports de cours, lectures obligatoires ou recommandées
Modalités d'évaluation et critères
- Individual paper
- Permanent evaluation during the session
- Group assignment
Stage(s)
Remarques organisationnelles et modifications principales apportées au cours
The seminar will take place at the Kloster Heidberg in Eupen. It will be organized over a weekend from Friday 5pm until Sunday 1pm.
Contacts
piet.pauwels@uhasselt.be