Universidad de Salamanca
Area of Study
Advertising, Communication Studies, International Studies, Marketing, Media Studies, Peace and Conflict Studies
Taught In English
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
This course is addressed to the students who want to know the characteristics of
international marketing. Companies today have the challenge to adapt their products to
different countries with their special requirements and customs. Marketing specialist
must be prepared to deal with these differences and to generate strategies according to
the special situation of each country.
Fundamentals of International Marketing are studied in this course. Students will learn
from marketing theory, but also from different cases and examples that illustrate the
actual situation of the international companies.
The major objective of this course is to provide a broad overview of international
marketing and to examine international marketing strategy. The emphasis is on
practical international marketing and the course has several hands on projects.
The main objectives of the course are:
? To provide an understanding of the elements that makes up the international environment.
? To examine the development of an international marketing strategy.
? To provide practical information on how to expand into international markets.
1. International marketing: an overview
? Globalization of Markets. Definition of International Marketing. What is the difference between marketing domestically and internationally? The International Marketing environment. Stages of International Marketing Involvement.
2. The Dynamic Environment of International Trade
? Balance of payment, Balance of trade, protectionism
3. The cultural environment
4. The Political and legal Environment
5. The international marketing research
6. The International Planning & Organization Process
? Analysis, adapting the marketing mix, developing the plan, implementation and control
7 . Product strategies
? Products and Services for Consumers. Products & Services for Businesses. Adaptation.
8. Distributions strategies
? International Marketing Channels.
9. Promotion strategies
? Integrated Marketing Communications
10. Sales strategies
? Personal Selling and Sales Management
11. Price strategies
? Pricing for International Markets
12. Negotiating with International Customers, Partners and Regulators
Cateora, Philip, International Marketing. McGraw-Hill.
Course evaluation will be based on the following:
Class participation, homework 40%
First exam 20%
Final exam 40%
Additionally, at the end of the course, an attendance certificate will be issued upon a
minimum attendance of 90% of the sessions.
Courses and course hours of instruction are subject to change.