Berlin

London

Developing Marketing Management in

the Global Marketplace Paris

Introduction

Torino

Madrid

Copyright Owner: European Department of Marketing, ESCP Europe

Your professor: Prof. Dr. Nathalie Prime

Contact Prof. Dr. Nathalie Prime

Professor of International Business and Marketing, Cross-cultural Issues
HDR (Qualification for Ph.D. Supervision)

Office: Paris campus - Email: prime@escpeurope.eu Phone: +33 1 49 23 22 44

CV ▪ Teaching and research focused on four areas:

▪ managing and working across cultures, international business negotiation, international
marketing and, strategies for business internationalization.

▪ Industry work for automotive and the retailing and distribution sectors

▪ Geographical and cultural areas of interests are Europe and fast growing economies, especially
in South Asia, Africa and the Middle-East. Projects (training, research) conducted in India,
Vietnam, Algeria, Morocco, Senegal, Togo, Ivory Coast, Madagascar, South Africa, Lebanon,
Bahrain, Abu Dhabi, Italy, Spain, Germany, France, Switzerland, Slovenia and Russia.)

▪ Multiple international teaching activities

▪ Scientific director :
▪ MiM specialization option in International Business Development (Paris Campus)
▪ Master in Marketing Sales and Services (CFVG, Vietnam and University of Sorbonne)

CFVG - MMSS Introduction © ESCP Europe 2

Managerial context of Module 1 of MMSS programme

In an open global market economy, to be successful, an

organization needs :

- to identify market opportunities to add value to their

customers
- and design, develop, deliver and manage market offers
that satisfy their customers better than enlarged
competition.

CFVG - MMSS Introduction © ESCP Europe

Managing customer value is the key PARADIGM that
envelops marketing function today

This entails the following:

1. Identifying market opportunities to add superior customer
value,
2. Designing products / services and brands that constantly add
value to customers’ current and changing requirements,
3. Designing and managing efficient and effective value delivery
systems,
4. Deciding on monetary value for the organization’s market
offers,
5. Communicating value proposition to current and potential
customers and other relevant constituencies and
6. Developing appropriate monitoring and control systems to
successfully manage customer relations on an ongoing basis.

CFVG - MMSS Introduction © ESCP Europe

How can customer value be developed by the marketing
function?

• Analytical tools, concepts and frameworks that help a manager

to identify and utilize market opportunities to add customer value.
• Based on a good understanding of these, managers take optimal
decisions
• Finally a manager designs/uses appropriate marketing
organizations and systems to implement and evaluate
(control) all marketing decisions.

CFVG - MMSS Introduction © ESCP Europe

Objectives of this course

(1) To develop general understanding of the marketing paradigm, core concepts

and gobal methodological perspective to make marketing strategic decisions and
action plans that connect the organization with customers in a competitive open
environment.

(2) to introduce the various successive seminars that will be developed during
the programme, each of them focusing on a specific marketing area

(3) To propose a rigorous methodology for assessing, selecting and creating an

organization’s responses to market opportunities and constraints.

(4) To emphasize the opportunities and constraints derived from operating in a

global market place where international marketing decisions often drive
sustainable growth of the organization

(5) To facilitate the appropriation of the above tools and methods by Vietnamese
young professionals in the dynamic Vietnamese environment, based on projects
presentations

CFVG - MMSS Introduction © ESCP Europe

Pedagogy and Evaluation

Group project to be prepared during the seminar and presented on the last
session (cf. instructions below):

. Contents of the presentation: 25%

. formal presentation: 25%

- Individual End Term Examination (open book): 50%

CFVG - MMSS Introduction © ESCP Europe

Choosing the company

THE COMPANY:

A foreign company operating in Vietnam OR a Vietnamese company operating abroad

OBJECTIVE:

1. To analyse the position of the company in its environment (the target country being
Vietnam for the foreign company or a foreign country of the Vietnamese company)

2. To identify marketing issues to be solved (=diagnosis)

3. To propose marketing recommendations

PROCESS:

Work in progress during each session

Presentation on the LAST session of the course

CFVG - MMSS Introduction © ESCP Europe

Your company project to be presented in the LAST
session

You will present your conclusions orally to the rest of the group, considering that you play the role of
the Marketing Director and that the audience represents the Board of Directors.

You will be given 15 minutes to make your presentation, followed by 5 minutes of questions and
answers. You therefore must be short and sharp. You will prepare a set of about 12 slides
(considering about 2 minutes to present slides with contents).

Your presentation will be given to the instructor.

You will have to cover the following aspects:

Slide “0”: introductory slide (name of the group, date, project title)
Slide 1: Context and general situation of the case “XXXX in Vietnam” / “XXXX in a foreign target
country”
Slide 2: Strengths and Weaknesses (table)
Slide 3: Opportunities and Threats (table)
Slide 4: Diagnosis
Slide 5: Strategic objectives
Slide 6-7: Mix-marketing recommendations in the short term (objectives, actions)
Slide 8-9: Mix-marketing recommendations in the middle term (objectives, actions)
Slide 10-11: Mix-marketing recommendations in the long term (objectives, actions)
Slide 12: Recommendations for strategic Implementation and control (KPI)

CFVG - MMSS Introduction © ESCP Europe

Company project: « XXXX in Vietnam” / “XXXX in a
foreign country”

15 minutes oral presentation + Q&A

2 sub-grades:

Problem solving = quality of the analysis, relevance and

recommendations, answers to specific questions (25%)

Oral skills= slides, speech, time management, answers to

questions (25%)

Nathalie Prime - CFVG.

CFVG - MMSS Introduction © ESCP Europe

Individual Final Examination

- Open book exam

- A case study

- Date to be confirmed

CFVG - MMSS Introduction © ESCP Europe

Introduction to the course

Any questions or comments so far?

12

CFVG - MMSS Introduction © ESCP Europe

How WE work TOGETHER : BEHAVIOR in class
« Stare into the lights my pretties » (Jordan Brown 2017)

https://stareintothelightsmypretties.jore.cc/

What did your learn from the documentary??

CFVG - MMSS Introduction © ESCP Europe 13

How WE work TOGETHER : Behavior in class

When excessive,
SCREEN CULTURE tremendously impacts the BRAIN

(in addition to its anthropological effects on society – « Alone

together! », and ecological effects on the environment)

MULTITASKING and ENDLESS

DISTRACTION lead to the loss of
KEY LEARNING COMPETENCES:

attention,
concentration,
critical sense,
dialogue,
empathy,
mutual respect.

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How we work: Behavior in class

DO YOU KNOW
RESEARCH about
impacts of screen
culture on learning?

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THE GOOD NEWS: Plasticity of our brain !!

WE ONLY HAVE TO
DECIDE
TO REGAIN
INDIVIDUAL and
COLLECTIVE
CONTROL:

What do we WANT
in class?

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 How WE work TOGETHER : Behavior in class

1. We want each of us to BE here and now, together, learning in class

Turn off your mobile phone and put it out of sight: its use in classroom is prohibited

2. We want to EXPERIENCE what we can gain from listening and eventually taking
notes longhand (all discussed material is given after each session, anyway)

Turn off your computer as it is useless, unless required for specific tasks

3. We want each of us to CONTRIBUTE so that WE don’t get bored!

Engage to team work and to conversation (being understood and understanding)

4. We don’t want “to miss the plane” so that the class journey is SMOOTH & EASY!

Be on time

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Introduction to the course

Any more questions or comments??

Should we start?

18

CFVG - MMSS Introduction © ESCP Europe

So let’s introduce Yourself to your team (1)

Introduce yourself 2 YEARS AGO ?

(5 min please)

CFVG - MMSS Introduction © ESCP Europe

So let’s introduce Yourself to your team (2)

Introduce yourself TODAY ?

(5 min please)

CFVG - MMSS Introduction © ESCP Europe

So let’s introduce Yourself to your team (3)

Why are you HERE?

(5 min please)

CFVG - MMSS Introduction © ESCP Europe

As a TEAM, please identify:

1. Your cumulated number of years of professional

experience
2. Your major fields of management expertise
3. Your major talents (incl. Languages,
communication, Management…)

CFVG - MMSS Introduction © ESCP Europe