SPRING TERM 2017
ADM4396 Section X
Selected Issues in Global Marketing with Applications to the Luxury and Private Banking Sectors
(A 5-day intensive course offered during the first week of May, From Monday, May 1st to Friday, May 5th)
Multinationals and small firms as well have responded to the challenge created by these unmatched opportunities by boldly entering new markets either by themselves or through alliances and other cooperative arrangements with foreign partners. At this stage, firms may enter foreign markets with a large variety of options and expand worldwide through the simultaneous operationalisation of foreign, multinational, regional and global marketing strategies. The first task in this course will be to draw the distinctions between internationalisation options, and then to evaluate under which conditions these options may be appropriate to the firm depending on its profile, constraints and objectives. The second one will be to analyse how marketing strategies must be adapted accordingly.
Although a variety of business sectors will be covered in these cases and in the lectures, global marketing in the private banking and luxury sectors will be more specifically addressed. Strategies of firms such as Vuitton, Hermès and Rolex will be discussed as well as the strategies of private banks (most of them based in Switzerland) and other private banking entities servicing very high net worth individuals worldwide.
The prerequisites for this seminar are the successful completion of the common core courses of the first and second year of the BCom program (see course sequence of option/specialisation).
This 5-day intensive course will be offered during the first week of May, from Monday, May 1st to Friday, May 5th). Students must apply by March 31st, 2017 and be admitted to this limited enrolment intensive course. If admitted, the Student Services Centre will register students to this course during the week of April 3rd, 2017.
This course will be taught by Dr. Jean-Emile Denis, Professor Emeritus, University of Geneva, Switzerland.
Professor Denis has lectured in many countries, notably the United States, Canada, Thailand, Indonesia, Algeria, Tunisia, Norway, France and Switzerland and for several years in the Executive MBA programme in Wealth Management of the Swiss Banking School. He is author and co-author of four books and has published numerous articles in academic and professional journals, including The Journal of International Business Studies, The International Marketing Review, and The Journal of World Trade Law. He has been a consultant in international marketing to several public and private agencies in Canada, and for Geneva-based international trade and development organizations. His professional activities have given him the opportunity to teach, research, advise and trade in more than forty countries.