Taught In English

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

Advised previous requiremetns: Advanced Marketing Management.

1. International marketing: an overview. Opportunities and challenges in international marketing. Differences between international and domestic marketing.

2. Phases in the evolution of the company's international marketing strategy.

3. International marketing research. Linking research to the decision-making process. Secondary information. Primary information research and the marketing support system. The international environment: economic, political and legal, cultural, financial. CASE: NUMASA.

4. International marketing strategies. Reasons for internationalization. Country selection. Market entry decisions. Geographic expansion. Competitive strategies for international marketing. CASE: BIG BEN SPORTS.

5. International product adaptation. Standardization versus adaptation. International product planning and development. International branding decisions. CASE: The SWATCH Project.

6. The international marketing of services. Global transformation in the services sector. Responses to problems in international services marketing.

7. International pricing strategies. Export pricing strategies. Transfer pricing. Pricing within individual markets.

8. International channels of distribution. Channel design, selection of intermediaries and channel management. International logistics. CASE: Vina Tondonia, S.A. MARKETING MANAGEMENT IV.

9. International communications and promotion. Planning international promotional campaigns. The international communications techniques. Global advertising. Organizing the international advertising effort. CASE: Godiva Europa.

10. International marketing organization and control. Organizational structure. The role of country marketing organizations. Centralized versus decentralized decision-making. Transnational organizations. Financing international marketing operations.