Note: A placement exam will be required when you arrive on site.

Advanced

This course is designed for students who have completed or tested out of a minimum of four semesters (or six quarters) of college-level Spanish. However, students must take a placement exam to determine the course level into which they will be able to enroll.

DESCRIPTION
An introduction to international marketing. Topics include analytical techniques used in international market research, determining prices and distribution channels in an international context, marketing across linguistic and cultural borders.

OBJECTIVES
The basic objective of this course is to provide the student with a global vision of International Marketing. The student will learn and apply the concepts, principals, and strategies of marketing with an international scope. At the same time, the course will apply the theoretic knowledge the student acquires to cases of real companies, and place the student in contact with the current economy and international enterprise.

SYLLABUS

PART 1: Overall Concepts: Global vision of International Marketing

SUBJECT 1 THE GLOBALIZATION OF BUSINESS
Introduction
The process of globalizing a company
Motives for globalization
Obstacles to globalization
Stages in the process of globalization of a company
Stages based on the form of operation of the company
Stages based on the evolution of the company
Conceptualizing International Marketing

SUBJECT 2 THE BUSINESS CONDITIONS OF INTERNATIONAL MARKETING
2.1 The role of the business climate in International Marketing
2.2 The dynamic environment of international commerce
2.3 The economic, competitive, and technological environment
2.4 The legal and political environment
2.5 The cultural and social environment

PART 3 - THE FORMULATION OF INTERNATIONAL MARKETING STRATEGIES

SUBJECT 3.- KEY DECISIONS IN THE FORMULATION OF INTERNATIONAL MARKETING STRATEGIES
3.1. The formulation of International Marketing strategies
3.1.1. Parameters of the formulation of International Marketing strategies
3.1.2. Phases in the formulation of International Marketing strategies
3.2. Standardization or adaptation of international marketing strategies?
3.2.1. Factors that strengthen or limit standardization
3.2.2. Situations in which standardization is more effective

SUBJECT 4.- THE INFORMATION SYSTEM OF MARKETING IN INTERNATIONAL MARKETS.
4.1. Importance of the System of Information in the international markets
4.2. Research of markets in International Marketing
4.2.1. Five rules for international research
4.2.2. Phases in research of international markets
4.3. Internet research: a new opportunity

SUBJECT 5.- DIVIDING, ACCESSING, AND POSITIONING IN INTERNATIONAL MARKETS
5.1. International Segmentation
5.1.1. Strategy for geographical expansion
5.1.2. Macrosegmentation
5.1.3. Microsegmentation.
5.2. Strategies for accessing and expanding in international markets.
5.2.1. Indirect modes of operation.
5.2.2. Direct modes of operation.
5.2.3. Mixed modes of operation.
5.3. Positioning in international markets.

PARTE III: THE INTERNATIONAL MARKETING - MIX

SUBJECT 6.- DECISIONS REGARDING THE PRODUCT
6.1. The international product
6.2. Incidents of standardization and adaptation
6.3. Attributes of an international product
6.3.1. Package and Packing
6.3.2. Etiquette
6.3.3. Brand
6.4. Marketing of global-scale services

SUBJECT 7.- DECISIONS ABOUT THE FIXATION OF PRICE
7.1. Introduction
7.2. Approaches in the determination of prices on an international level
7.3. Importance of the establishment of prices in international markets
7.3.1. Incidence of international environment
7.3.2. Incidence of invoking standardization-adaptation
7.3.3. Transferring prices

SUBJECT 8.- DECISIONES REGARDING DISTRIBUTION
8.1. The concept of international distribution
8.2. Functions and structure of the channels of international distribution,
8.3. Selection of distribution channels
8.4. Incidence of invoking standardization-adaptation
8.5. Logistics and sales force.
SUBJECT 9.- DECISIONS REGARDING COMMUNICATION
9.1. International Strategy of communication.
9.2. Elements of International Communication.
9.3. International publicity.
9.3.1. Incidence of invoking standardization-adaptation
9.4. Sales promotion

EVALUATION
-There will be one exam, that will be worth 40% of the final grade. The exam comprises various theoretical questions, practical questions related to the topics imparted during the course.
-The remaining 60% of the final grade will be obtained through practical exercises:
a) 30% for the group resolution of a practical case related to a certain topic, whose characteristics will be specified in class.
b) 6% for attendance in class. Missing more than three classes could decrease your grade, and missing more than 6 classes could may prevent the student from getting credit for the course.
c) 12% for participation in cases assigned in class that will be resolved in groups.
d) 12% for class presentations of current events related to the material.
NOTE: Class attendance is VERY important.

BASIC BIBLIOGRAPHY
- Cateora, P.R. y Graham, J.L. (2001), "Marketing Internacional". Irwin McGraw-Hill (10ª edición).
- García Cruz, R. (1998), "Marketing Internacional". ESIC.
- Keegan, W.J., (1997), "Marketing Global". Prentice Hall (5ª edición).

COMPLEMENTARY BIBLIOGRAPHY
- Bradley, F. (1995), "International Marketing Management". Prentice Hall.
- Ghoshal, S. y Bartlett, C. (1991), "La empresa sin fronteras". McGraw-Hill.
- Terpstra, V. (1987), "International Marketing". Dryden Press, N.J.