SUBJECT:INTERNATIONAL MARKETING
LECTURER:
COURSE DESCRIPTION: The objective of this (45 hours) program is to introduce and enable the student to understand the complex issues involved in commercial operations in international markets. In order to reach this aim, the course will study thoroughly the different dimensions of the international marketing program. Special attention will be paid to the influence to cultural differences. Students will be issued with the relevant material for each unit.
COURSE OUTLINE:
UNIT 1 BRAND IMAGE IN COUNTRIES
1.1. The "made in Spain" effect
1.2. The five layers of product images
1.3. El Corte Inglés
1.4. Succeed by knowing your customers / Zara, el éxito de (la) moda
¿Te gusta conducir? BMW campaign
UNIT 2 MARKETING ACROSS CULTURES
2.1. Different cultures & different markets
2.2. Communication
2.3. Values & attitudes
2.4. Selling styles
2.5. Concept of time & listener's expectations
Optima Kellogg's campaign
UNIT 3 POSITIONING
3.1. Marketing mix
3.2. Positioning in prospect's mind (J. Trout & R. Peralba)
3.3. Current trends in marketing
Aquarius campaign
UNIT 4 THE INTERNATIONAL PRODUCT
International product strategy: from little or no modification to moderate or high modification
UNIT 5 STRATEGY OF INTERNATIONAL COMMUNICATION
Elements of international communication. Advertising
UNIT 6 INTERNATIONAL PRICE FIXING
International pricing strategy
UNIT 7 STRATEGIES OF INTERNATIONAL DISTRIBUTION
The nature of international distribution.
UNIT 8 THE INTERNATIONAL MARKETING PLAN
GRADING:30% midterm examination
40% final examination
30% class attitude, oral presentation (in small groups and around 20 minutes long), homework and research work (2 pages, Times New Roman 12, double space).
ABSENCES: Attendance is compulsory (being allowed only 2 unjustified absences)
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