European Marketing

  • Teaching

    Details

    Faculty Faculty of Management, Economics and Social Sciences
    Domain Business Administration
    Code UE-EGE.00049
    Languages English
    Type of lesson Lecture
    Level Master
    Semester SA-2023

    Schedules and rooms

    Summary schedule Monday 14:15 - 17:00, Hebdomadaire, PER 21, Room C140 (Autumn semester)
    Hours per week
    		3

    Teaching

    Teachers
    • Yu Kerguignas Jie
    Description

    In this course we will first examine the relevance of European Marketing as well as the market situation in the different countries. Trends towards homogeneity versus remaining heterogeneity are considered. The three broad areas of European marketing that are looked into are: market selection, market entry strategies, and marketing strategies/marketing mix.
    First, market selection criteria of international companies are explained, including the selection procedure.

    Second, the different options for the market entry, e.g. acquisition, franchising, joint ventures, are discussed and their advantages and disadvantages investigated.

    Thirdly, the different elements of the marketing strategy and the marketing mix (i.e. product policy, pricing policy, distribution policy and promotion/communication policy) are discussed in detail.

    Emphasis is given to the interdependence of these three main areas of European Marketing and to the differences between different industry sectors.
    Training objectives The course is designed to introduce students to the particularities of international marketing in European markets.
    Condition of access

    The requirements for the Master in International and European Business are listed in detail in the regulations (reglement). Previous knowledge of the subject is not required. However, basic knowledge of marketing is very beneficial.
    Softskills
    		No
    Off field
    		No
    BeNeFri
    		Yes
    Mobility
    		Yes
    UniPop
    		No

    Documents

    Bibliography

    The required readings will mainly include a number of articles from journals. These will be provided by the chair.
  • Dates and rooms
    Date Hour Type of lesson Place
    18.09.2023 14:15 - 17:00 Cours PER 21, Room C140
    25.09.2023 14:15 - 17:00 Cours PER 21, Room C140
    02.10.2023 14:15 - 17:00 Cours PER 21, Room C140
    09.10.2023 14:15 - 17:00 Cours PER 21, Room C140
    16.10.2023 14:15 - 17:00 Cours PER 21, Room C140
    23.10.2023 14:15 - 17:00 Cours PER 21, Room C140
    30.10.2023 14:15 - 17:00 Cours PER 21, Room C140
    06.11.2023 14:15 - 17:00 Cours PER 21, Room C140
    13.11.2023 14:15 - 17:00 Cours PER 21, Room C140
    20.11.2023 14:15 - 17:00 Cours PER 21, Room C140
    27.11.2023 14:15 - 17:00 Cours PER 21, Room C140
    04.12.2023 14:15 - 17:00 Cours PER 21, Room C140
    11.12.2023 14:15 - 17:00 Cours PER 21, Room C140
    18.12.2023 14:15 - 17:00 Cours PER 21, Room C140
  • Assessments methods

    Written exam - SA-2023, Session d'hiver 2024

    Date 15.01.2024 17:00 - 18:00
    Assessments methods By rating
    Descriptions of Exams

    Examination time: 60 Min.

    Written exam - SP-2024, Session de rattrapage 2024

    Date 19.08.2024 14:00 - 15:00
    Assessments methods By rating
    Descriptions of Exams

    Examination time: 60 Min.
  • Assignment
    Valid for the following curricula:
    BeNeFri - Sciences économiques et sociales
    Version: 2018/SP_V01_SES_BeNeFri
    Course > Master course offering for BeNeFri Students
    Complementary learnings in SES or mobility students
    Version: ens_compl_ses
    Mster course offering for Mobility Students
    Doc - Business Informatics
    Version: 20210713
    Elective courses > Wahlkurse UNIFR
    Doc - Economics
    Version: 2002/SA_V01
    Cours a choix > Wahlkurse UNIFR
    Doc - Economie quantitative
    Version: 2002/SA_V01
    Cours a choix > Wahlkurse UNIFR
    Doc - Management
    Version: 2002/SA_V01
    Cours a choix > Wahlkurse UNIFR
    Doc - Management in Nonprofit-Organisation
    Version: 2002/SA_V01_60ECTS Théoriques
    Elective courses > Wahlkurse UNIFR
    Doc - Sciences sociales
    Version: 2002/SA_V01
    Cours a choix > Wahlkurse UNIFR
    Doc - Sciences économiques et sociales
    Version: 2002/SA_V01
    Cours a choix > Wahlkurse UNIFR
    European Studies 30 [MA]
    Version: SA14_MA_PS_bil_v01
    Enjeux économiques, politiques et sociaux en Europe > Modul "Economie" (Option A)
    European Studies 30 [MA]
    Version: SA14_MA_P2_bil_v01
    Module de base 2: L'Europe aujourd'hui
    European Studies 90 [MA]
    Version: SA14_MA_PA_bil_v01
    Module de base 2: L'Europe aujourd'hui
    Ma - Accounting and Finance - 90 ECTS
    Version: 2021/SA_V01
    Course - 72 ECTS > Minimum 0 / maximum 1 optional master course offered at the University of Fribourg, if 72 ECTS not yet reached in the above modules > SES Master level courses
    Ma - Business Communication - Management - 90 ECTS
    Version: 2022/SA_V02
    Courses - 60 ECTS > Chosen Option > Management > 30 ECTS parmi les modules : > MAR: Marketing
    Courses - 60 ECTS > Chosen Option > Management > 30 ECTS parmi les modules : > EUGB: European and Global Business
    Ma - Business Communication : Business Informatics - 90 ECTS
    Version: 2020/SA_V02
    Courses - 60 ECTS > Option Group > Information Management > Cours > Modules management > MAR: Marketing
    Courses - 60 ECTS > Option Group > Information Management > Cours > Modules management > EUGB: European and Global Business
    Ma - Business Informatics - 90 ECTS
    Version: 2020/SA-v01
    Classes - min. 45 ECTS > Modules management - max. 15 ECTS > EUGB: European and Global Business
    Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: Marketing
    Ma - Communication and Media Research - 90 ECTS
    Version: 2015/SA_V01
    Courses - 60 ECTS > Inter- and Transdisciplinary Perspectives > SES Master level courses
    Ma - Communication and Society - 90 ECTS
    Version: 2021/SA_V03
    Forschungsbereiche > Inter- & Transdisciplinary Perspectives
    Ma - Economics - 90 ECTS
    Version: 2021/SA_V04
    Course selection for the Master WITHOUT options > Elective courses > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level courses
    Le choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Public Economics and Policy > Elective courses in Public Economics and Policy > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level courses
    Le choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Business Economics > Elective courses in Business Economics > Wahlkurse der SES-Fakultät - max. 15 ECTS > SES Master level courses
    Le choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Quantitative Economics > Elective courses in Quantitative Economics > Courses from the SES faculty - max. 15 ECTS > SES Master level courses
    Le choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Sustainable Development and Social Responsibility > Elective courses in Sustainable Development and Social Responsibility > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level courses
    Ma - European Business - 90 ECTS
    Version: 2017/SA_v01
    Courses - 63 ECTS > Modules - Min one extra module with 12 ECTS > One complete module taken from the following list > MAR: Marketing
    Courses - 63 ECTS > Modules - Min one extra module with 12 ECTS > Mandatory module > EUGB: European and Global Business
    Courses - 63 ECTS > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > SES Master level courses
    Ma - Information Management - 90 ECTS
    Version: 2019/SA_V01
    Classes - min. 45 ECTS > Modules management - max. 15 ECTS > EUGB: European and Global Business
    Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: Marketing
    Ma - International and European Business - 90 ECTS
    Version: 2021/SA_V01
    Courses > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > SES Master level courses
    Courses > Modules > One complete module taken from the following list > Groupe d'élément de validation du Module MAR > MAR: Marketing
    Courses > Modules > Mandatory module > EUGB: European and Global Business
    Ma - Management - 90 ECTS
    Version: 2021/SA_V01
    Courses: min. 72 ECTS > Elective Courses : max. 18 ECTS > SES Master level courses
    Courses: min. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module MAR > MAR: Marketing
    Courses: min. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module EUGB > EUGB: European and Global Business
    Ma - Management - 90 ECTS [MA]
    Version: 2017/SA_v01
    Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > MAR: Marketing
    Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > EUGB: European and Global Business
    Courses: min. 63 ECTS > Cours facultatifs : max. 18 ECTS > SES Master level courses
    Ma - Marketing - 90 ECTS
    Version: 2021/SA_V02
    Courses > Groupe d'élément de validation du Module Marketing > MAR: Marketing
    Courses > Elective Master courses from the whole university > SES Master level courses
    MiMa - Business Informatics - 30 ECTS
    Version: 2020/SA_V01
    Cours > Modules management > MAR: Marketing
    Cours > Modules management > EUGB: European and Global Business
    MiMa - Gestion d'entreprise - 30 ECTS
    Version: 2021/SA_V01
    Elective courses - 30 ECTS > MAR: Marketing
    Elective courses - 30 ECTS > EUGB: European and Global Business