The Executive Workshop aims at introducing both theoretical concepts and practical knowledge in International Marketing & Commerce to a limited number of participants, who have graduated/are graduating in scientific, technical, legal, financial, and disciplines other than business, and who believe that broadening their knowledge and experience in international marketing would enhance their prospects to accesshigher positions, to start their own consultancies, togain new business contracts, to advise more efficiently their clients or to develop their international business operations in a more strategic way. This workshopcould be used as a pathway to an Executive Diploma in International Marketing

Course Methodology
The theoretical knowledge will be delivered in English with explanation in French or in Italian whenever needed and required. The interaction with the participants about real-life examples and tailor-made case studies will be organized in small groups and conducted in French with emphasis on the practical use of key terms in business English. PowerPoint will be used moderately, and key documents will be handed out at each session. A brief assessment of the knowledge acquiredwill be conducted and feedback collected at the end of the workshop.

Biography of the convener
Sam Guédouard (Australia) is a seasoned international marketing expert who has held different senior marketing roles with multinational companies such as Philips (Netherlands), and has provided ongoing strategic marketing advice to few other MNEs like Michelin (France), Olivetti (Italy), Parmalat (Italy), and Doosan (South Korea). Sam was also employed by the French Government to deal with FDI’s (foreign direct investments) attraction and management to the most depressed French areas. He was also recruited by the EU Commission as Project Director in Romania to lead a team of over 50 experts in the reconversion and/or privatisation of 12 large Romanian companies. More significantly, Sam has started up a network of international marketing consultancies that expanded from Italy to another 14 countries in less than 10 years. Sam has additionally gained substantial experience in Marketing Communication (Marcom) and has held the role of Communication & Events Manager for a number of programs and projects funded by different Australian and/or NSW Government Departments. He is also the co-founder of the Sydney Multicultural Festival and the director of its first 3 editions. On a different register,Sam ha drafted, edited, delivered and trained others to deliver courses in International Marketing and in Marketing Communication to undergraduate students at the University of New South Wales (UNSW; one of the top 3 universities in Australia) and to postgraduate students at the Australian Catholic University (ACU) as well as designed and delivered Efficient Communication Skills workshops and Cross Cultural Communication seminars to professionals and executives. Sam has a bachelor and two master degrees in Internatioal Relations, and in Business & Social Administration from Montpellier University (France), and a post-master degree in International Trade from the Institute of Entreprise Management (Lille, France) and has conducted postgraduate academic research in International Entrepreneurship at Macquarie University (Sydney, Australia). He presented his research methods and initial outcomes in various academic conferences that included the McGill 17th International Entrepreneurship Conference in Santiago (Chile) in September 2014. His research about the Process of Identifying International Business Opportunities, differently in Established and in Emerging Markets was published in June 2014 in the International Academy of Business & Economics (IABE) indexed journal. Sam has been employed since 2007 in International Trade & Investment roles by the Australian Government, and is currently in charge of the Australianmeat industry where he achieved outstanding strategic marketing and export outcomes for major meat processors in Australia

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