INTERNATIONAL MARKETING

DECISIONS

Introduction

Prof. Dr. Nathalie Prime

The learning objectives of the course are:

1. to DISCUSS comparative consumer behavior across cultures considering local

and global dimensions, and COMPARING mature and fast growing markets

2. to ANALYSE how to manage differences across country markets in the

international mix-marketing decisions AND their related organizational
coordination facets in the MNC

3. to VALUE intercultural soft skills to develop sound international marketing

practice and strategies in multicultural organizations

4. to INTEGRATE sustainability transition challenges, especially with regards to

SDG12 (Responsible consumption and production), to be met BOTH at the
personal level of future decision makers and change agents, and in current
IMDs for organizations growing across borders.

2
 STRUCTURE

The course is composed of 6 sessions:

1. IMDs in the international environment

2. Understanding international consumers across markets
3. International Segmentation Targeting Positioning
4. International product / branding decisions
5. International Communication and Pricing decisions
6. International Distribution decisions
7. Students performing: Group presentation of IMD projects

3
Detailed contents and materials

SEE on Blackboard: the ABCD table for detailed contents.

AND

- The Readings to be done after each session for learning

consolidation
- the list of groups for Group’s assignments [4 groups].
- Exhibit 1: Group assignment_Oral project
presentation_International Audit of IMDs across countries

4
 Activity Based Curriculum Design (ABCD) of the course: Detailed contents

To facilitate group work: ALWAYS SEAT IN GROUPS AT THE SAME PLACE

Color: Individual work - Color: Group work

Evaluation of students

Individual assessment: 50%

 Final exam 50%

NOTE: After each session, in groups on Google Drive, students will generate a pool of Lessons learnt among
which a selection will be used as Multiple Choice Questions for the exam (SEE ABCD Table: “Group best
Summary”).

Group assessment: 50%

- Project oral presentation (Auditing IMDs across countries for an MNC) 50%

6
Reference books

Nathalie Prime and Jean-Claude Usunier J. Johansson and M.T. Furick (2019), The
(2018), Marketing International, Marchés, New Global Marketing – Local adaptation for
Cultures et Organisations, Pearson Village sustainability and profit, 2nd edition, Cognella
Mondial, 2ème édition.

7
Your PROFESSOR
Contact Prof. Dr. Nathalie Prime, HDR (Qualification for Ph.D. Supervision)
Sustainability Department.
Professor of Sustainability and International Business and Marketing | Personal Transition du
Sustainability | Marketing Transition to Sustainability | Cross-cultural Management, Diversity
and Inclusion .
Office: Paris campus - Email: prime@escp.eu - Phone:+33 1 49 23 22 44
https://escp.eu/prime-nathalie | https://www.linkedin.com/in/nathalie-prime-b3aab613/
▪ Teaching, consulting and research focused on several areas:
CV
▪ Education to Sustainable Development, Responsible business in international contexts, Personal
transition to sustainability esp. in consumption / in emerging markets, Marketing transition to
sustainability, International transfer of corporate culture and CSR strategy in the MNCs, and Cross-
cultural management and sustainability
▪ Industry work for automotive and the retailing and distribution sectors
▪ Geographical and cultural areas of experience are Europe and fast growing economies, especially in
South Asia, Africa and the Middle-East. Projects conducted in India, Vietnam, Algeria, Morocco, Senegal,
Togo, Ivory Coast, Madagascar, Mauritius Island, South Africa, Lebanon, Bahrain, Abu Dhabi, Italy, Spain,
Germany, France, Switzerland, Slovenia and Russia

▪ Scientific director:
▪ M2 Specialization Option in International Business Development (Master in Management Paris
Campus)
▪ Master in Marketing Sales and Services (CFVG, Vietnam and University of Sorbonne)

▪ Visiting professor at Sorbonne University Abu Dhabi (SUAD) in the UAE and at Ecole Supérieure des
Affaires (ESA) in Beirut, Lebanon
8
 Doctor,
Missionary,
Philosopher,
Musician and
Nobel Peace
Prize 1952
 Doctor,
Missionary,
Philosopher,
Musician and
Nobel Peace
Prize 1952
DO YOU KNOW?

12
AOL underlies the Triple Crown
Accreditation of ESCP BS

•AACSB - The Association to Advance Collegiate Schools of

Business (United States)
•AMBA - The Association of MBAs (United Kingdom)
•EQUIS - EFMD Quality Improvement System (European
Union)

Triple accreditation has been awarded to only 108 business

schools globally, out of around 10,000 schools offering
business degree programs worldwide (as of July 2021).
An INCREDIBLE loss of attention and
experience!

[Microsoft survey, Canada, 2015]

https://time.com/3858309/attention-spans-goldfish/ 14
© Nathalie Prime, ESCP.
 Acceleration and destruction of our
RESONANCE to the World, amplified by OUT
OF CONTROL SCREEN cultures, worldwide

Stare into the lights my pretties

(Jordan Brown 2017)

https://stareintothelightsmypretties.jore.cc/
15
OUT OF CONTROL Screen
cultures destroys cognitive
capacities

16
 OUT of CONTROL screen cultures severely harm
MENTAL HEALTH, SOCIAL RELATIONSHIPS and MUTUAL RESPECT

17
 OUT OF CONTROL screen cultures nourrish the age of
surveillance, « alternative facts », and craze for consumption

Sébastien Le Belzic, 2022

https://www.youtube.com/watch?v=Jt
2HA7jfzj8

Source: The Age of Surveillance

Capitalism: The Fight for a Human Future at
the New Frontier of Power, PublicAffairs
(available January 15, 2019) and Campus
Verlag in Germany.

18
OUT OF CONTROL Screen cultures reinforce GROUP THINK

Source: Yanko Tsvetkov

https://alphadesigner.com/mapping-stereotypes © Nathalie Prime, ESCP.
 MY BENEVOLENT SUGGESTION
A CHALLENGE of DIGITAL DETOX while in
class for each of you to garantee the Assurance Of Learning

20
 SIMPLE RULES on how we CAN WORK TOGETHER, in the
RESPECT of each other, and amongst RESPONSIBLE ADULTS

1. TURN OFF mobile phone and PUT IT OUT OF SIGHT

(usage in classroom is strictly prohibited unless specified
for some activities - If exceptional personal concern, inform
me and leave the room to use the phone )

2. You embark in this course, computer use is tolerated, but

only for taking notes. Put it into FLIGHT MODE

3. Consider that the GROUP is a the best SUPPORT of

this CHALLENGE of digital detox in class

4. Always SEAT at the same place in your GROUP in the

classroom

5. We will have 2 SHORT BREAKS (depending on our

activities and your behavior to … come back)

21
© Nathalie Prime, ESCP.