International Marketing

Course Description

DESCRIPTION
Nowadays, companies need to take their decisions in a changing and complex environment. Among a galaxy of changes, consumers alter their purchase and shopping habits (due to an increasing number of potential choices regarding what and where to buy), national markets become smaller, leading to globalisation, technological improvements reduce time and distance, distribution evolves, brands multiply, media becomes more and more fragmented and increases its power, at a time when the importance of different stakeholders is growing.

Under these circumstances, the key challenge companies have to face is acquiring and nourishing profitable relationships with their customers. Organizations with a strong marketing orientation and a clear brand strategy are the strongest competitors in the market and are typically the leaders in their sector. Effective marketing management is an increasingly key ingredient in corporate success.

This course is an introduction to the theory and application of marketing in a global marketplace. Marketing topics covered include marketing research, marketing strategies, marketing policies (product development, pricing, channels and communication) among others.

Furthermore, the last part of the course will be dedicated to a critical view of marketing and the way global companies have been acting during the last century and a half in our planet and the consequences for the future.

CONTENTS
PART I: INTRODUCTION
Chapter 1: Introduction to Global Marketing
Chapter 2: Introduction to Big Data in Marketing
Chapter 3: Global view of the cities of the World for the new generations. Smart Cities

PART II: GLOBAL ENVIRONMENT
Chapter 2: The Global Economic Environment
Chapter 3: Regional Market Characteristics and commercial environment
Chapter 4: Social and Cultural Environments connected to Social Media Networks
Chapter 5: The Political, Legal, and Regulatory Environments for the future

PART III: GLOBAL STRATEGY
Chapter 6: Segmentation, Targeting, and Positioning products and services
Chapter 7: Strategy Theories and Tools
a. Competitive Advantage. Porter ́s Theory
b. Value Proposition. Blue Ocean Strategy. Value Curve
c. Business Models and the Business Model Canvas
Chapter 8: Importing, Exporting, and Sourcing
Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

PART IV: GLOBAL TACTICS
Chapter 10: Brand and Product Decisions. B2B, B2C, C2C, M2M
Chapter 11: International Startups: New services and products.
Crowdfunding, ICO
Chapter 12: Inbound and Outbound Global Marketing
Chapter 14: A digital world. Virtual/Augmented Reality and Blockchain transactions
Chapter 15: A different view and perspectives on global marketing

PART V: A CRITICAL VIEW ON MARKETING AND GLOBAL COMPANIES
 

METHODOLOGY
The course combines presentations, cases, discussions, films and readings to provide a mix of integrating concepts and hands-on problem solving. The methodology is dynamic and innovative: an open forum in which each participant plays an active role. Students will be exposed to real-life business experiences, experimentation, case study development and discussions.
Students are expected to actively participate in the classes, and to write essays to be assigned throughout the course. Only through this participation the experience will truly be a learning experience. Students will also be expected to take their learning well beyond memorization and preparation for exams. They will only reach their target through a process -one that is created and enhanced through deep observation and discussions.
All this, together with the final exam, will determine the students? final grade.

ASSESSMENT
The final grade will be calculated according to the following percentages:
- Individual Assignments: 30%
- Oral presentations: 10%
- Group Assignments: 10%
- Discussion: 10%
- Midterm exam: 20%
- Final exam: 30 %

BIBLIOGRAPHY
BOOKS
- Classical Theory:
KEEGAN, W. J. & GREEN, M. (2003): Global marketing. Prentice Hall. New Jersey. 3rd edition.
KOTLER, P. & ARMSTRONG, G. (2006): Principles of marketing. Prentice Hall. London. 11th edition.

- Critical Theory:
CHOMSKY, N., Manufacturing Consent: The Political Economy of the Mass Media (with Edward Herman), Ed. Pantheon Books, New York, 1988.
HAWKEN, P., The Ecology of Commerce, Ed. Harper Collins, New York, 1.993.
KLEIN, N., No Logo: No Space, No choice, No Jobs, Ed. Harper Collins, Londres, 2.001.
FILMS

- Classical Theory:
KOTLER, P., El Arte de Construir Marcas, Trend Management, Santiago de Chile, Chile, 1.996.
RIES, A., Las leyes vencedoras del Marketing, Trend Management, Santiago de Chile, Chile, 1.996.

- Critical Theory:
ACHBAR, M. y ABBOTT, J. (Dir.), The Corporation, Big Picture Media Corporation, 2.004.
ACHBAR, M. Y WINTONICK, P. (Dir.), Manufacturing Consent. Noam Chomsky and the Media, Humanist Broadcasting Foundation, Hilversum, Netherlands, 1.992.