This course aims at offering “the equivalent of a 6-month internship in a multinational company, in just 14 classes”, by providing students with the fundamentals to effectively grow brands internationally. And therefore, boosting their proficiency just before entering the marketplace.

Containing little theory, this course rather focuses on the know-how, behavioural skills, and concrete tools to thrive in multinational companies, which are operating under specific organizational set-ups, processes, and ways of working. Beyond these internal considerations, by the end of the semester students should be able to:

·       LO1: Assess their international business environment and industry.

·       LO2: Define meaningful consumer targets across markets: the “WHO”

·       LO3: Create a marketing and sales strategy: the “WHERE” and “WHY”

·       LO4: Develop products/services to meet their needs: the “WHAT”

·       LO5: Bring these products/services to stores and support them: the “HOW”