Paris
International Marketing Dealing with Cultural Diversity
March 6th-13th, 2010
MGMT 591/ SA 59000-10
1 Credit Hour
This seminar at ESCP-EAP is Paris helps you understand the European marketplace. Cultural diversity is the major European challenge: trade barriers have disappeared, cultural barriers have not. The course content reviews French companies willing to expand globally and in France, their need to observe and understand the dominant cultural traits for each region, and to percieve the main difference that should be considered for the design of a marketing plan. One needs to adapt all the components of the marketing mix: product design, communication, and distribution.
The language of instruction is English. This course comprises two parts. In part one, the focus is placed on European cultural traits to provide the participants with a better understanding of consumer behavior and values as well as business attitudes in the region. In part two, a series of case studies are presented and discussed to analyze marketing strategies implemented in Europe in order to identify success factors.
Lodging is at the Campanile hotel located in the Bastille area in the 11th arondissement. The Campanile is at 9, rue de Chemin Vert. Each room has a private bath/shower. The hotel is easily accessible from the metro and is in walking distance from the school. Breakfast is provided.
The fees cover lodging for six nights, based on double occupancy. Students will have an orientation to Paris, a guided bus tour of the city , with opportunities to depart the bus to take pictures at the Eiffel Tower, and a Metro pass that provides free transportation around Paris. The fee also includes a company visit to Loius Vuitton, a day trip to Epernay and the Moet et Chandon Champagne House, a guided museum tour to either the Louvre or Musee d'Orsay, and farewell dinner on the last day of the program.
Refunds/Cancellations:
Any individual cancellation must be made in writing to the ACCENT San Francisco Center and is effective the date of the receipt by ACCENT.
8-30 days prior to start of program: $800 Cancellation Fee
0-7 days prior to start of program: No refund