ICN MSc in International Business Development Year 2 4: International marketing pricing // Group...

ICN MSc in International Business Development

Year 2

Student Handbook REFRESHER SESSION

Welcome to the 2nd Year of the MSc in International Business Development

Why this MSc at ICN Business School? This program is an answer to several needs, from companies, from students and from institutional partners of ICN Business School. - From companies: there are around 3,000 exporting companies in Lorraine. To this, it is possible to add companies from the next region: ALCA. These companies show important needs in competent people, in order to approach developing countries and new markets. They are looking for export salesforce and export managers. - From students: students are looking for MSc programs in the field of international trade and business, in order to develop their competencies in these fields. This can allow them to start or to redevelop a career in a foreign country. - From institutions: the institutional partners of ICN Business School, like the Chambers of Commerce in Nancy, Metz, or Luxemburg are interested in promoting the international activities of the companies, in particular the industrial companies of the eastern part of the country and the Greater Region. Opportunities in 2017-18: This 2nd year of the MSc allows students to: - develop competencies in project management and international business practice thanks to the Export Project; - experience a one-week seminar in an emerging market : Albania, and discover the specificities of this country - study during a four-month custom-made program abroad at a partner university:

- in a Brazilian University : FACAMP in Campinas, Brazil. - in a Chinese University : Sichuan Agricultural University in Chengdu, China; - in a Senegalese University : Sup de Co Dakar, Senegal.

These periods confer to this program a high value enabling to understand and develop business with emerging countries and zones. Important means and support: In order to make a success from this MSc, ICN Business School devotes specific means to it: an administrative team of permanent assistants and teachers; an important faculty from ICN Business School. The teaching Faculty is composed of full-time professors from ICN Business School, visiting professors from our International partner universities and professional business people with a wealth of international experience. Hence the MScIBD is a rare opportunity for students to acquire a rich and significant intercultural experience from their studies.

Guy DELOFFRE Program Director

Refresher Session 2017-2018 Students who are admitted directly in the second year of the MSc program must attend all refresher courses and obtain the 7 corresponding ECTS. Refresher courses and exams are organized from September 11th to October 4th, 2017. Students must attend all the refresher courses and exams. In case of absence or failure, the retake session takes place in September 2018. Refresher Courses in International Business:

Intercultural Management 1 ECTS

Teambuilding and International Practice 1 ECTS

International Marketing 1 ECTS

International Finance 1 ECTS

International Trade Techniques 1 ECTS

SCM and Export Logistics 1 ECTS

Geopolitical Challenges 1 ECTS

The 2nd year program will start on October 5th with the former 1st year students of the MSc in International Business Development: kick-off meeting at 10.00 am room 135.

Useful contacts

Program Direction Guy Deloffre, Program Director, room 125 – [email protected] Marie-Odile Sosnowski, Executive Assistant, room 124 – [email protected] - 03 54 50 25 22 Academic Office: room 010 – [email protected] Effie Huguenin, Academic Coordinator – 03 54 50 25 65 Célia Zamoum, Academic Assistant – 03 54 50 25 54 Registrations Office: room 006 – [email protected] – 03 54 50 25 39 International Relations Office: rooms 102-105 – [email protected] – 03 54 50 25 25 PEPS Center (Professional Experience and Personal Support): room 130 Nacéra Berbara, PEPS Coordinator, room 130 – [email protected] - 03 54 50 25 32 Madeleine Ostrowski, Head of Students’ Accompaniment – [email protected] - 03 54 50 25 03

mailto:[email protected]








Syllabi

Program Year

MSc in International Business Development Y2

Title

Intercultural Management (refresher module)

Leader Email Credits Volume Language

Bertrand AGOSTINI [email protected] 1 ECTS 12h ENG

Learning objectives Main module objectives: Upon completion of this course, students should be able to understand key concepts of intercultural communication and identify, take into account, and overcome its breakdowns and misunderstandings. AACSB learning objectives of the MIBD program:

Goals 1 2 3 4 5

Objectives 11 21 31 41 51

12 22 32 42 52

43

SD/SRE % in the module:

% of SD/SRE 20 to 40

Course description and Teaching Methods Part 1 : The purpose of the module is to familiarize students with the fundamental theories and tools of intercultural communication. Part 2: The purpose of the module is to familiarize students with the process of applying human resource management to international contexts. Human Resource Management challenges in the global workplace are of particular relevance to future managers such as working effectively in multicultural teams and successfully carrying out international assignments. A case study will provide the backbone to the course. Theory, interactive approach

Content

Part 1 : 1) Understanding intercultural communication 2) Acquiring competence in intercultural diversity 2) Interacting efficiently with other cultures 3) Understanding the impact of culture on business relationships Part 2: 1) Internationalization Process of a Company 2) Working Effectively in Multicultural Teams

Reference For further reading, students may use the following: Dodd, C., Dynamics of Intercultural Communication, Brown & Benchmark, 1995 Gudykunst W, Bridging Differences, Sage, 1998 Irwin, H., Communicating with Asia, Allen & Unwin, 1996 Martin, J. and Nakayama, T., Intercultural Communication in Contexts, Mayfield, 1997 O'Sullivan, K., Understanding Ways" Communicating Between Cultures, Hale & Ironmonger, 1994 Samovar, L. & Porter R. Intercultural Communication, A Reader, Wadsworth Draine, C., “Culture Shock" Indonesia, Times Books (one of a series), 1991 Mabbett, H, The Balinese, Brick Row, NZ, 1991

Course Sequence and Homework Description

Upon completion of this course, students should be able to understand key concepts of intercultural communication and international human resource management. They should be able to differentiate different cultural approaches of management and to identify breakdowns and misunderstandings. Students should also: - Use critical thinking in order to select the obvious elements of a problem and summarize them critically and argumentatively - Identify disciplinary fields, methods and tools in view of problem solving - Make decisions after a scrupulous analysis of its consequences and provide justification - Decypher the codes of a different cultural environment - Develop critical thinking as related to one's own competences and find appropriate measures to develop them. Content Part 1: 1) Understanding intercultural communication 2) Acquiring competence in intercultural diversity 2) Interacting efficiently with other cultures 3) Understanding the impact of culture on business relationships Part 2: 1) Internationalization Process of a Company 2) Working Effectively in Multicultural Teams

IMPORTANT NOTIFICATION: ICN students who already completed Intercultural Communication and Management in 2016-17 do not need to attend the MIBD2 refresher module. However they will have a graded assignment instead.

Assessment Methods

Inclass Assessment:0 %

☐Written ☐ MCQ ☐ Oral ☐ Report ☐ Participation

Final Exam : 100 % Duration : 1 hour 30 minutes

☒Written ☒MCQ ☐Oral ☐Report ☐ Participation Additional information:

Program Year


Title

Teambuilding & International Practice (refresher module)


Guy DELOFFRE [email protected] 1 ECTS 12h ENG

Learning objectives

Main module objectives : - Bring the students to communicate, discover and know themselves, building collectively a group, - Explore useful aspects and dimensions of the process of negotiation. AACSB learning objectives of the MIBD program:

Goals 1 2 3 4 5


12 22 32 42 52

43


% of SD/SRE 0 to 20

Course description and Teaching Methods

This module is organized in 2 days: 4 periods of 3 hours each; it is a mix of theories, practical cases, case studies, discussions and formal moments.

Content

The module is oriented first around practice, but also around theories.

Reference

- Carrell, M. ; Heavrin, Ch. : Negotiating Essentials, Theory, Skills and Practices, Pearson Prentice Hall, Upper Saddle River, 2008. Available at ARTEM Library - RAIFFA, Howard : The art & science of negotiation, Harvard University Press, Cambridge mass, 1982. Available at ARTEM Library


- Sequence 1 : practical case about strategies & oral communication ; - Sequence 2 : analysis and discussion about strategic and negotiation ; - Sequence 3 : conference and discussion about strategies and tactics ; - Sequence 4 : active group work about social communication and contract negotiation.

Assessment Methods

Inclass Assessment: 50 % Duration : hours

☐Written ☐ MCQ ☐ Oral ☐ Report ☒Participation

Final Exam : 50 % Duration : hours

☐Written ☐MCQ ☒Oral ☒Report ☐ Participation

Additional information:

The module is evaluated through active participation and oral presentations in class, with group works.

Program Year


Title

International Marketing (refresher module)


Olga IVANOVA [email protected] 1 ECTS 12h ENG

Learning objectives

The learning objectives of this course aim at enhancing students’ understanding on how to build the company’s marketing plan in terms of the four Ps and the specificities associated with it in the international marketing context. In this course, students will master the key marketing techniques needed to develop businesses abroad – tools for analysis of the international context of an organization, international market segmentation and the development of successful marketing strategies, which lead to sustainable competitive advantage. In addition, the course examines issues related to the implementation of the international marketing strategy, such as the positioning of the marketing mix (product, place, promotion and price). Students have also the opportunity to work on their oral and written communication skills. AACSB learning objectives of the MIBD program:

Goals 1 2 3 4 5


12 22 32 42 52

43


% of SD/SRE 0 to 20


The teaching methods include: lectures, videos, class discussion, case study, individual/group project

Content

The course looks at the specificities of the international marketing environment and the cultural aspects which can influence the marketing strategies employed by companies in different country markets. The students are presented with the opportunity identification, analysis and segmentation of the international markets, the different entry modes in international markets as well as the strategies for the multi-national (MNEs) vs. small- and medium-size enterprises (SMEs). In addition, the course presents a detailed analysis of the international marketing mix (product, place, promotion and price).

Reference

Farrell, C. (2015) Global Marketing: Practical Insights and International Analysis, 1st Ed. Sage. Kotler, P. & Armstrong, G. (2012) Principles of Marketing.15th Ed. Pearson. Available at ARTEM Library


COURSE SEQUENCE

Part 1 : Analysis & Strategy Development Lecture 1: Environmental influences on firm’s international markets Lecture 2: Segment int’l markets – identify and analyze opportunities, int’l marketing strategies

for SMEs and global players

Part III: Implementation Lecture 3: International product, distribution and marketing communication Lecture 4: International marketing pricing // Group presentations

HOMEWORK DESCRIPTION Case study: students will be asked to work on a mini-case study in teams. Each team answers concrete questions related to a particular marketing situation in the international context. Group project: students will work on the topic “Impact of culture on the consumer behavior and the marketing techniques used by companies.” This is an individual/group assignment that looks at specific countries and the impact of culture on consumer behavior and the consequent impact on the marketing strategies of companies. Students are encouraged to choose their own country, explore different cultural aspects and the influence they may have on consumer behavior as well as the marketing techniques employed by companies (local and foreign). Students present and discuss their findings to the class.

Assessment Methods

In-class Assessment: 50 % Duration : hours

☒Written ☐ MCQ ☒ Oral ☐ Report ☒ Participation

Final Exam : 50 % Duration : 2h

☒Written ☐MCQ ☐Oral ☐Report ☐ Participation Additional information:

Class participation: 10% Case study: 15% Group project: 25% Final exam (2h): 50%

Program Year


Title

International Finance (refresher module)


Sandrine JACOB LEAL [email protected] 1 ECTS 12h ENG

Learning objectives Main module objectives: the course aims at making international business students familiar with the fundamental concepts and tools necessary to implement an effective global financial management strategy in multinational companies. AACSB learning objectives of the MIBD program:

Goals 1 2 3 4 5


12 22 32 42 52

43


% of SD/SRE 0 to 20


In this course, students will acquire knowledge regarding financial risk management in an international environment and they will learn how financial decisions (financing and investment decisions) are made by global firms. The teaching consists in:

- Lecture sessions where the main concepts and tools are acquired - Interactive sessions where the main principles are applied (through exercises and case studies)

Content

The course is organized as follows: - Foreign exchange exposure

- Financing the global firm - Foreign investment decisions

Reference

EITEMAN D., STONEHILL A., MOFFETT M., ‘Multinational Business Finance’, Pearson Education, 2009. Available at ARTEM Library


Topic 1 - Foreign exchange exposure and derivatives: transaction and operating exposure and risk management Why should companies accurately assess the consequences of foreign exchange exposure? How to hedge against foreign exchange exposure? Topic 2 - Financing the global firm How can a firm use the global capital market to minimize its cost of capital and maximize its access to capital? Topic 3 - Foreign investment decisions How does a firm decide to invest abroad? How does a company analyze a project through capital budgeting?

Assessment Methods

Inclass Assessment:

☐Written ☐ MCQ ☐ Oral ☐ Report ☐ Participation

Final Exam : 100 % Duration : 90 min

☒Written ☐MCQ ☐Oral ☐Report ☐ Participation


The final exam consists in exercises and review (open and/or multiple) questions.

Program Year


Title

International Trade Techniques (refresher module)


Marianna MARINO [email protected] 1 ECTS 12h ENG

Learning objectives

This module aims to give the students a better understanding of the modes of doing business abroad of a company.

AACSB learning objectives of the MIBD program:

Goals 1 2 3 4 5


12 22 32 42 52

43


% of SD/SRE 0 to 20


This course focuses on practical tools for doing business across borders. It is aimed at training experts in international business being able to analyze and deal with complex issues related to internationalization of firms’ activities and operations. To this purpose, the course provides an illustration of the most commonly used tools in international business practices and provides the analytical instruments needed to take basic decision concerning the entry of a foreign market: where to do business, how and when to enter, to what scale.

Content

Country level analysis o Analyze the current state of the global business environment. o Identify the main political, economic and legal differences among countries. o Analyze the main macroeconomics indicators of a country. o Analyze the main innovation indicators of a country. o Understand what determines the development of a country. o Practical implications for managers (analytical tools).

Firm level analysis: selling abroad from a strategic perspective o The advantages and disadvantages of the different modes that firms use to enter foreign

markets. o Explain the promises and risks associated with international trade. o Identify the factors that influence a firm’s choice of entry mode. o Assess the pros and cons of acquisitions versus green-field ventures as an entry strategy.

References o Charles W. L. Hill, International Business, Competing in the Global Marketplace Available at

ARTEM Library


The course takes place in September 2017, with in total 12 hours. The first meeting will be an introduction into the topic and commitments. After the morning session, students will have a good understanding of how to implement an analysis of the main country level indicators involved in the decision of starting an international business. The following sessions will be devoted to understand the entry modes and trade techniques used in international business practice.

In class assessment 1. Individual assessment. Written MCQ and open questions on the course content. 2. Group work. At the beginning of the course the students will organize groups of four or five students each. Each group will be assigned a home and destination foreign market (i.e. a foreign country where they would like to start a business). They will collect the relevant indicators using official websites such as Market Access Data Base, World Bank, Atlas Media, Transparency Agency. Each group must have at least one laptop with a working internet connection, which will be necessary in order to collect the relevant data to analyze. Based on the analysis of the relevant indicators, a final evaluation on if and how to start a business in the foreign market will be formulated. During the last afternoon session each group will present the case study it has worked on. The group will prepare the presentation using the material that can be found on the textbooks and/or online. Clearly each group can also look for some extra material on its own.

Each presentation should last between 20 and 30 minutes and should contain the following:

Description of the destination market.

Political, legal and economic background of the country.

Point of view of the firm, point of view of the market (i.e. consumers, competitors)

Description of the specific entry mode taken by firm.

Critical analysis of the decision in light of what learnt from the theory. Students will also write a final report on the analyzed countries.

The evaluation criteria for the final report are the following formal and content related points:

The final report must not exceed 4500 words (without front-matter and references). Papers not fulfilling these criteria will not pass.

The paper should contain a brief description of the product-country combination. Be brief on this issue and try to concentrate on information that is relevant for the economic and business analysis.

If you lack relevant information, specify it clearly and explain why this information is crucial and how it could be elicited.

The paper should identify the political, legal and economic context of the destination country.

Evaluate the relevant business framework. Are there shortcomings from a business point of view? Try to explain these shortcomings. Would another existing framework be likely to produce a better outcome?

In case you have further questions regarding the final assignment, you have the opportunity to consult the lecturer either personally or by email. The deadline for the final assignment (a pdf version) submission will be communicated at the beginning of the course.

Assessment Methods Inclass Assessment: 50 %

☒Written ☐ MCQ ☒ Oral ☐ Report ☐ Participation

Final Exam : 50 %

☐Written ☐MCQ ☐Oral ☒ Report ☐ Participation Additional information:

None

Program Year


Title

SCM and Export Logistics (refresher module)


Eileen MURPHY [email protected] 1 ECTS 12h ENG

Learning objectives Main module objectives : AACSB learning objectives of the MIBD program:

Goals 1 2 3 4 5


12 22 32 42 52

43




The aim of the module is to satisfy the growing need for training in import and export practices and procedure within a supply chain context. The necessity for such a module has increased due to the changing international economic climate and increasing access to overseas markets. Therefore, this course involves the skills and knowledge required to manage export logistics in accordance with relevant regulatory requirements and workplace procedures. , The collaborative classroom based activities will include team work, group discussion, group problem solving activities, case studies.

Content

Planning efficient export logistics operations, developing appropriate contingency management strategies, producing the required operation schedules for export logistics, and monitoring and co-coordinating the required systems for export logistics.

Reference

Global logistics and distribution planning strategies for management , Waters Donald Kogan Page, 2003 Available at ICN Library Metz International Journal of Logistics Management Export practice and management, Branch. A.E , 2000 Thomson Business Press. Available at ARTEM Library Other written material may be used during class.


Supply chain management Transportation modes and storage policy Logistics performance measurement Logistics information systems Supply chain strategy and sustainability Cargo and Freight Transportation, e.g documentation and insurance; international shipping companies and offered services. Globalisation issues INCOTERMS N.B .Students may be asked to prepare reading/understanding of a case study outside class hours.

Assessment Methods

Inclass Assessment: 50 % Duration : hours

☐ Written ☐ MCQ ☐ Oral ☐ Report ☐ Participation

Final Exam : 50 % Duration : 1 hour

☒Written ☐MCQ ☐Oral ☐Report ☐ Participation


The final exam may include exercises.

Program Year


Title

Geopolitical Challenges (refresher module)


Alexandre MELNIK [email protected] 1 ECTS 12h ENG

Learning objectives Main module objectives : to give students a better visibility of the key global geopolitical challenges of the XXI century which transform the vision of the place of every individual and every country in the Global World AACSB learning objectives of the MIBD program:

Goals 1 2 3 4 5


12 22 32 42 52

43




To identify the main geostrategic and geopolitical issues in order to improve their business behavior adapting to the new realities of the economic and political Globalization Methods –

- multidisciplinary approach, on the crossroads of economy, geopolitics, diplomacy, history, collective mentality, culture

- focus on synthesis - interactivity and strong self-motivation - treatment of current topical international information - general transverse culture

Content

I. Theoretical tools : - updating the glossary of key terms of Globalization - main messages concerning the genesis and the evolution of the previous Globalizations - Key references of the ongoing Globalization II. Focus on new Global Stakeholders in terms of strong and weak points for a Global Decision Maker (Europe, US, BRICS, etc.) III. Milestones of the Global Panorama of the today’s world IV. New Winning managerial approach in the international context of the XXI century Contents of the module)

Reference

Emmanuel Macron « Revolution »

Thomas Friedman The World is Flat Available at ARTEM Library via PES

Samuel Huntington Clash of Civilization Available at ARTEM Library

Francis Fukuyama The End of The History & The Origins of Global Order Available at ARTEM Library via PES

Henry Kissinger On China

Fareed Zakaria Post-American World Available at ICN Library Metz

Dominique Moisi Geopolitics of emotions Robert Kagan Democracy vs. Autocracy in the XXI century Alexandre Melnik “Reconnecter la France au monde. Globalisation, mode d’emploi »

http://thebe.icn-nancy.fr/login?url=https://www-dawsonera-com.thebe.icn-nancy.fr/abstract/9782212267198


Concerning the course sequence, the top priority is how to set up better visibility of the main challenges of the Global World of the XXI century and the place of every individual in this new international context. About the homework, it is crucial to realize the importance of the method of synthesis for the up-dated geostrategic vision used by Global Responsible Decision Maker

Assessment Methods

Inclass Assessment: 30% Duration : 1 hours

☐Written ☐ MCQ ☒ Oral ☐ Report ☐ Participation

Final Exam : 70% Duration : 1,5 hours

☒Written ☐MCQ ☐Oral ☐Report ☐ Participation Additional information:

Written exam in form of note of synthesis written by a future Global Decision Maker on one of the key topics in relation with the main content of the course

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