Taught In English

There is no language prerequisite for courses at this language level.

Number of sessions: 30
Length of each session: 1,5 h
Total length of the module: 45 hours

INTRODUCTION TO THE COURSE
Marketing products and services around the world, transcending national and political
boundaries, is a fascinating phenomenon. This course focuses on marketing strategy and
management within the context of the international markets. It introduces the complex
and constantly evolving realities of international marketing. It evaluates cultural
differences and aims to enhance student skills in developing and implementing
marketing strategies and decision making in the international contexts. It starts with an
overview of the environments faced in international markets (i.e., cultures, economic
systems, financial markets, governments and legal systems, etc.) and then addresses in
some depth the elements of global marketing strategy (product, price, distribution,
promotion, etc.) and its implementation.

CONTENTS
1- International Marketing Strategies
a. International Marketing Imperative.
b. Content and principles of the marketing plan in the international context
c. International Marketing Environments: Economic and cultural
d. International Marketing Environments: International political and legal
2- Analysis of the International Marketing
a. Commercial investigation about purchasing behavior in different markets
b. Product and services strategies definitions and contents to the
international approaches
c. International price strategies and activities analysis
d. Distribution channels activities and strategies: international changes and
relationship analysis
3- Organization and control
a. How communicate and make publicity at international levels
b. Promotion products and global promotions
c. International Marketing organisation and control

GRADING
Mid-term exam (25 %): Mid-term exams refer to the first half of the course and it is a
stimuli for the continuous evaluation of the student:
Papers (15 %): Case studies are on the basis of the learning methodology. During
course 5 or 6 case studies referring different industry real business situation on the
context of the International Marketing, are discussed and student implication is very
important to succeed
Presentation in class (10 %): Final presentation of the Project developed in small
teams is mandatory and allows student to do a real approach of the International
Marketing
Final Exam (50 %): Final exam allow student to show its capabilities developed by the
learning process being assessed during the following up of the course. It encompassed
all contents of it.

BIBLIOGRAPHY
Czinkota, M & Ronkainen, I. (2001): International marketing. Prentice Hall
Kotler A. Principles of Marketing Prentice Hall
Doole I. & Lowe R. International Marketing Strategy. Thomson