This course aims at providing students who are about to enter the marketplace with the fundamentals to effectively grow brands internationally. Since they already covered most marketing theory over the course of their studies, this course focuses on equipping these young professionals with the know-how, behaviour 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, we will then focus on how to i) assess the international environment, ii) define meaningful consumer targets across markets, iii) develop offers to meet their needs, iv) bring them to stores and v) support them.

Students will be rather coached as junior brand managers – freshly hired in a multinational company - rather than students or even interns. The underlining principle can be summarized as: “learning by doing”. The course will smartly combine International Marketing & Sales theory and fundamentals, together with plenty of concrete skills and techniques, real examples, hands-on exercises, group discussions, play acting, case study discussions, videos, articles...