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ADM4396 Section A

Selected Issues in Global Marketing with Applications to the Luxury and Private Banking Sector

(A 5-day intensive course offered during the study week in October, from Monday, October 22 2018 to Friday, October 26 2018)

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 operationalization of foreign, multinational, regional and global marketing strategies. The first task in this course will be to draw the distinctions between these internalization modes, and then to evaluate under which conditions these modes may be appropriate to the firm depending on its profile, constraints and objectives. The second one will be to analyze how marketing strategies must be adapted accordingly. Although a variety of business sectors will be covered in these cases and in the lectures, global luxury marketing will be more specifically addressed. Strategies of firms such as Louis Vuitton, Hermès, Rolex and Pathek Phillippe will be discussed as well as strategies in the «luxury» private banking sector to 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/specialization) with a CGPA of at least 5.0. Attendance to this course is compulsory every day and some advanced reading is required before the first day of class. This course is not recommended for students that plan to take ADM 4328/4728.

This 5-day intensive course will be offered during October, from Monday, from Monday, October 22 2018 to Friday, October 26 2018, followed by a research project due Friday, December 7 2018.

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.

For last term's course outline, please contact the Student Services Centre at This email address is being protected from spambots. You need JavaScript enabled to view it.

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