Taught In English

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

Course Objective: The objective of this 45 hour 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 of cultural differences. Students will be issued with the relevant material for each unit.

Prerequisite: open to all language levels; taught in English.

Contents:

UNIT 1 – THE CONCEPT OF INTERNATIONAL MARKETING
1.1. The global marketplace
1.2. Global marketing: A closer look.
1.2.1. Scope and challenges.
1.2.2. Identifying needs.
1.2.3. Coordinating marketing activities.
1.2.4. Analyzing the constraints of the Global Environment.
1.3. The dynamic environment of international trade.

UNIT 2 – BRAND IMAGE IN COUNTRIES
2.1. The domestic and world economy: the global trade.
2.2. The "made in Spain" effect.
2.3. COO and its impact in international markets.
2.4. El Corte Inglés.
2.5. Succeed by knowing your customers / Zara, el éxito de (la) moda.
2.6. Advertising strategies and its efficiency: Benetton, the power of creativity vs. Zara, succeed by knowing your customers.
¿Te gusta conducir? BMW campaign.

UNIT 3 – MARKETING ACROSS CULTURES
3.1. Different cultures and different markets.
3.2. Cross-cultural communication.
3.3. Values & attitudes at the workplace.
3.4. Selling styles.
3.5. Concept of time.
3.6. International Marketing Research.
3.6.1. International vs. Domestic research.
3.6.2. How to research across countries.
Kellogg's campaign.

UNIT 4 – INTERNATIONAL POSITIONING
4.1. Positioning in prospect's mind. Facts and examples.
Aquarius campaign.

UNIT 5 - THE MARKETING MIX IN INTERNATIONAL MARKETS
5.1. International products and services for consumers.
5.2. International products and services for businesses.
5.3. Strategy of international communication.
5.3.1. Traditional components of the promotional mix.
5.3.2. Additional components of the promotional mix.
5.3.3. Integrated Marketing Communications.
5.3. International pricing strategy.
5.4. Strategies of international distribution.
5.5. The extension of the traditional marketing-mix: people, politics, process or physical evidence.

UNIT 6 - ALTERNATIVE MARKETING
5.1. Guerrilla, ambient, stealth, buzz, word of mouth, viral, grassroots, ambush, stunt, product placement, branded content, branded entertainment and advergaming.
6.2. Subliminal advertising

Bibliography: Along with selections from primary texts, students will be provided selections from other sources including:

- AAVV, (2003), Publicidad que funciona, ESIC, Madrid
- AAVV. (2008), Trienale Desing Museum, Electa, Milán
- Cateora, Philip (2008), International Marketing, Tata Mgraw Hill
- Himpe, Tom (2006), Advertising is dead. Long live advertising!, Thames & Hudson, London
- Rosen, Emanuel (2001), Márketing de boca en boca, Vergara Business, Buenos Aires
- Rivera, Jaime (2004), Marketing y Publicidad Subliminal, ESIC, Madrid
- Soret, Ignacio, (2002), Historias fabulosas del Marketing, ESIC, Madrid
- Subhash, Jain, (2001), Internacional Marketing Cases, South-Western, Ohio
- Terpstra, Vern, (2000), International Marketing. 8th Edition. The Dryden Press
- Trout, Jack, (1993), Las 22 Leyes Inmutables del Marketing, McGraw Hill
- Usunier, Jean Claude (2000), Marketing Across Cultures, Financial Times, Harlow
- Vives, Albert (2005), ¡Maldita Publicidad!¸ Peninsula, Barcelona

Course Evaluation:

Participation and attitude in class 10%
Quizzies and Homework Assignments: 20%
Midterm Exam: 25%
Final Exam: 35%
Final Paper: 10%

Attendance Policy: Attendance is obligatory. More than four hours of unexcused absence from class will endanger an officially certified completion of the course (grading + certificate). Medical absences are excused with the prompt receipt of proper documentation. It is expected that students arrive to class on time and that they return promptly to class after any given class break. Tardiness is figured into the absence policy.

Class Protocol: Students are required to be involved in class activities. They are expected to show their preparation by participating in discussions, by asking relevant questions, being critical and analytical with the contents presented in class as well as by sharing their ideas and opinions. In class the student is required to maintain a polite demeanor always and under every circumstance. Students are asked not to eat in class and to put their cell phones on silence. With the exception being for class presentations, laptops are not to be used in class.