ST TUD DY G GUID DE - Skema Business School
ST TUD DY G GUID DE - Skema Business School
ST TUD DY G GUID DE - Skema Business School
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Cours inscrit<br />
dans le process<br />
Assurance of<br />
Learning<br />
AACSB<br />
Evaluation des<br />
étudiants /<br />
Student<br />
Assessment<br />
Méthodes<br />
d’enseignement<br />
/ Teaching<br />
Methods<br />
Plan de cours /<br />
Course plan<br />
•Compétences pratiques / Practical skills (subject specific)<br />
The student is expected to :<br />
- Evaluate marketing policy and strategy for ethnic consumers<br />
• Devoir surveillé (DS) / Written examination<br />
Case Studies (group work)<br />
• Contrôle continu / Continuous Assessment<br />
Individual report<br />
Cours / Lectures<br />
Etude de cas / Case Studies<br />
Travail personnel guidé / Guided personal work<br />
COURSE OUTLINE 5 times 3H<br />
1. Need for ethnic marketing:<br />
a. Multicultural world – Immigration – Culture - Glocalization<br />
b. Ethnicity reloaded: Theories of ethnicity<br />
c. Identity: Personal Identity - The self concept - Social Identity- Social Identity Theory – The concept of “us” – Ethnic identity –<br />
Cultural Identity – National Identity<br />
d. Intergroup relations: Acculturation<br />
2. Ethnic marketing communications:<br />
a. Different ethnic groups in France<br />
b. Ethnic marketing vs. Marketing ethnicity<br />
3. Food and ethnicity<br />
4. Media and ethnicity + Beauty and ethnicity<br />
5. Student presentations of mini case studies<br />
36<br />
50%<br />
50%
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