OUR PROGRAM
This course aims to train students in making international marketing decisions, including the entire preceding study process.
The course is intended for students with a background in marketing, but it is approachable - with an upgrade - for beginners.
Objectives:
• Understand the key challenges of international marketing
• Foster reflection on the ethics of practices and corporate responsibility
• Master the process of implementing an international marketing strategy as well as the associated operational tools
• Develop awareness of the cultural dimension of international marketing
• Proficiently grasp the English vocabulary related to responsible international marketing
TOPICS COVERED
1
Presentation of the different methodological approaches frequently used today (qualitative, quantitative).
2
Thoughts on the place to be assigned to sustainable development within a marketing strategy and its operationalization.
TEACHER
Sandra Krim is an A.T.E.R. at Paris 1 Panthéon Sorbonne where she teaches communication, marketing and luxury marketing. A member of PRISM, her research interests focuses on the cultural dimension of luxury brands, in particular on the "artification" strategies of these brands as well as their societal activism.