Superior

Prior to enrolling in courses at this language level, students must have completed or tested out of a minimum of 2 upper-division college-level Spanish courses at their home university in the U.S.

PROGRAM
FIRST PART. Global vision of international marketing

Theme 1. The internationalization of business
1.1 International marketing in business activity
1.2 The process of internationalization of business
1.3 Conceptualization of International Marketing
1.4 Characteristics of the exported Spanish company

Theme 2. International environment of international marketing
2.1 Repercussions in present-day international marketing
2.2 Economic environment
2.3 Legal policy environment
2.4 Sociocultural environment

SECOND PART. Development of strategies in international marketing

Theme 3. Key decisions for the development of strategies
3.1 Decision for international marketing
3.2 Evolutionary process of the development of strategies
3.3 The decision to standardize or adapt to strategies
3.4 The chain of values as an instrument in analysis and making decisions in
international marketing

Theme 4. The information system of marketing in international markets
4.1 Information systems for competing internationally
4.2 Importance of secondary sources in international markets
4.3 Investigation of international markets
4.4 Control of the investigation in international marketing

Theme 5. International segmentation and positioning
5.1 International segmentation inside the sequence of decisions of
internationalization
5.2 Concept of transnational segmentation
5.3 Bases for transnational segmentation
5.4 Positioning in international markets

Theme 6. Alternative strategies for the penetration and development in international
markets
6.1 Strategic alternatives for operating in international markets
6.2 Indirect operational modes
6.3 Direct operational modes
6.4 Mixed operational modes

THIRD PART. The international marketing mix

Theme 7. The international product
7.1 Concept of the international product
7.2 Characteristics of international markets and the design of the product
7.3 Attributes of the international product
7.4 Focus for maximizing the standardization of international programs of the
product

Theme 8. The fixation of international prices
8.1 International strategy for prices
8.2 Importance of the establishment of prices in international markets
8.3 Incidence of the focus on standardization/adaptation in the establishment of
of international prices
8.4 Scheme for the determination of international prices

Theme 9. The strategy of international distribution
9.1 The nature of international distribution
9.2 Functions and structure of the channels of international distribution
9.3 Selection of international channels of distribution
9.4 Determinate factors of the international marketing focus

Theme 10. Strategy of international communication
10.1 International communication strategy
10.2 Elements of international communication
10.3 International publicity: factors that affect the focus on
standardization/adaptation
10.4 The image of a brand in a country, the effect of “made in”

FOURTH PART: Control and implantation of international marketing

Theme 11. Organization. Implantation and control of international marketing
11.1 Introduction
11.2 Importance of the organizational structure in the development of
international marketing
11.3 Implantation and development of the international marketing program
11.4 Pursuit and control of the international marketing program