International Marketing (in English)
ISA Study Center with Universidad Internacional Menéndez Pelayo-Sevilla
Area of Study
International Marketing, International Studies, Marketing
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
Course Description: This course introduces and enables students to understand the complex issues involved in commercial operations in international markets. In order to reach this aim, the course will study the different dimensions of international marketing. Special attention will be paid to the influence of cultural differences. Students will be provided the relevant material for each unit.
Learning outcomes: The main goal of this course is to develop a managerial understanding of marketing in an international and cross-cultural context. More specifically, this course will:
- Study the differences a marketer faces when working at a domestic and international level.
- Examine marketing theory and practice within the cultural, political, legal, and economic environment.
- Provide real examples of the practices of Spanish / European companies in contrast with US cases.
- Acquire the basic knowledge, concepts, tools, and international terminology necessary to understand international problems and issues
- Develop an understanding about what is involved in international marketing
- Be able to analyze foreign markets to determine their potential
- Recognize cultural differences in global regions and be able to analyze these differences. Analyze cross cultural variables and their impact on international marketing
- Develop strategies and plans for a product launch and market entry in a foreign country. Develop strategic thinking in a global environment and for global competition
- Know how international marketers develop pricing strategies for goods sold abroad
- Understand international distribution channels
- Understand international product life cycle and product adaptation
- Become more of a global citizen and learn the marketing outcomes of globalization, developing insights into how differences in the global
economic, cultural, social, and political environments can affect marketing decisions
- Identify foreign sources of information
- Segmenting foreign markets. Understand the basic psychological principles of
- Analyze the challenge for a US firm when marketing abroad
- Effectively communicate marketing issues in oral presentations and written reports
- Work effectively as a team member within an international marketing department
UNIT 1 – THE CONCEPT OF INTERNATIONAL MARKETING
1.1. The marketing concept
1.2. Global vs. “Regular” marketing
1.3. Benefits of entering foreign markets
1.4. The importance of going global
1.5. The dynamic environment of the world economy. An overview.
1.6. Stages of market development.
1.7. Balance of payments.
UNIT 2 – THE GLOBAL TRADE ENVIROMENT
2.1. Global organizations.
2.2. Trade blocks.
2.3. The European Union.
UNIT 3 – BRAND IMAGE IN COUNTRIES
3.1. COO (Country of origin) and its impact in international markets.
3.2. The “made in Spain” effect and the Foro de Marcas Renombradas.
3.3. Business cases:
3.3.1. El Corte Inglés.
3.3.2. Succeed by knowing your customers / Zara, el éxito de (la) moda.
UNIT 4 – MARKETING ACROSS CULTURES
3.1. Different cultures and different markets. Management orientations.
3.2. Social institutions, material and nonmaterial culture.
3.3. The basic elements of culture.
3.4. Cross-cultural communication.
3.5. International Marketing Research
3.5.1. The Needs of International Research.
3.5.1. International vs. Domestic research.
3.5.2. How to research across countries.
184.108.40.206. Determining Research Objectives.
220.127.116.11. Researching Foreign Market´s Potentials.
18.104.22.168. Primary vs. Secondary Research.
UNIT 5 – THE POLITICAL AND LEGAL ENVIRONMENT
5.1. Political Risk
5.2. Macro vs Micro Political Risk
5.3. Relationship between Political and Economic Risk
5.4. Conflicts between MNC and Host Governments
5.5. Strategies to manage Expropriations/Confiscation
5.6. Institutions of International Law
5.7. Governmental actions to discourage imports and block market access
UNIT 6 – INTERNATIONAL PRODUCT DEVELOPMENT
6.1. Standardization vs. adaptation
6.2. Creating international products
6.3. International brand names, packaging and labelling
6.4. International warranties
UNIT 7 – INTERNATIONAL PROMOTION
7.1. Marketing Communication Process.
7.2. Strategy of international communication.
7.2.1. Traditional components of the promotional mix.
7.2.2. Additional components of the promotional mix.
7.2.3. Integrated Marketing Communications.
7.3. International Promotional Programs.
7.4. International Advertising, Selling, Public Relations and Sales Promotions.
7.5. Marketing blunders.
UNIT 8 – INTERNATIONAL PLACEMENT
8.1. Distribution channels: terminology and structure.
8.2. Establishing channels.
8.3. Domestic vs. International Logistics.
8.4. Global Retailing.
8.5. International Transportation.
8.6. International Documentation.
UNIT 9 – INTERNATIONAL PRODUCT PRICING
9.1. Pricing considerations.
9.2. Global pricing objectives and strategies.
9.3. Export price escalation.
9.4. Global pricing: three policy alternatives.
9.5. Cost-plus pricing, gray market goods, dumping.
9.6. Price fixing, transfer pricing, countertrade.
UNIT 10 – INTERNATIONAL SEGMENTATION AND POSITIONING
10.1. Global market segmentation: demographics, psychographics, behavioural characteristics, benefits sought.
10.2. Target market strategy.
10.4. Positioning strategies. Global product positioning: strategic alternatives.
10.5. Global brands.
UNIT 11 - ALTERNATIVE MARKETING
11.1 Global marketing: major trends.
11.2 Guerrilla, ambient, stealth, buzz, word of mouth, viral, grassroots, ambush, stunt, product placement, branded content, branded entertainment, advergaming, mapping and subliminal advertising.
11.3. The digital revolution.
11.4 Living a social (media) life.
11.5 Corporate social responsibility.
Link to download the slides: https://dl.dropboxusercontent.com/u/19756618/IM.zip
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, Milano.
- Belch, Geroge (2008), Advertising and Promotion: an Integrated Marketing Communications Perspective, McGraw Hill/Irwin, New York.
- Bergen Van, Jason. 6 Factors that Influence Exchange Rates. July 23, 2010. Retrieved August 23, 2012 from: www.investopedia.com/articles/basics/04/050704.asp#axzz24HfzTgyk
- Cateora, Philip (2008), International Marketing, Tata Mgraw Hill.
- Center for Management Research. Global Business Environment. ICMR 2004. 44-52.
- Curry, Jeffrey, Edmund. A Short Course in International Marketing. Novato, CA, USA: World Trade Press, 1999. ebray. p. 64-79. Web. Retrieved August 23, 2012 from:
- Friedman, Thomas (2000), The Lexus and the Olive Tree: Understanding Globalization, Anchor Books.
- Graham, Jeffrey and R. Barry Spaulding. Understanding Foreign Direct Investment. City Bank International Business Portal. 2004. Retrieved August 23, 2012 from www.goinglobal.com/articles/understanding_foreign_direct_investment.htm
- Heakal, Reem. An Introduction to the International Monetary Fund (IMF). April 10, 2010. Retrieved August 23, 2012 from: http://www.investopedia.com/articles/03/030703.asp#axzz24HfzTgyk
- Heakal, Reem. What is the Balance of Payments?. November 28, 2009. Retrieved August 23, 2012 from: http://www.investopedia.com/articles/03/060403.asp#axzz24HfzTgyk
- Himpe, Tom (2006), Advertising is dead. Long live advertising!, Thames & Hudson, London.
- Phatak V, Arvind. International Dimensions of Management. 4th edition. South-Western College Publishing, 1995. 82-113. Print
- Rao, P. Subba. International Business Environment. Mumbai, IND: Global Media 2010. ebrary. p. 40-53. Web. Retrieved August 23, 2012.
- 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), International Marketing Cases, South-Western, Ohio.
- The Economist. Democracy in America. Inequality. How much equality would you like? August 14, 2012. New York. Retrieved August 25, 2012 from: http://www.economist.com/blogs/democracyinamerica/2012/08/inquality/print. Web.
- The Economist. Demography. A New Science of Population. The Digressions of People Power. May 19, 2012. From the print edition. Retrieved August 25, 2012 from: http://www.economist.com/node/2155533/print.
- Trent, Robert; Roberts, Llewellyn. Managing Global Supply Chain and Risk: Best Practices, Concepts, and Strategies. Ft. Lauderdale, FL, USA: J. Ross Publishing Inc. , 2009. ebrary. p. 52-59. Web. Retrieved on August 24, 2012 from:
- Terpstra, Vern, (2000), International Marketing. 8th Edition. The Dryden Press.
- The Center of Chartered Financial Analysis of India. International Business and Marketing. March 2005. 191-201. Print
- 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.
20% Tasks and attendance
40% Final exam
10% Subjective evaluation
Final letter grades will be assigned using the following scale, expressed in terms of the percentage of total possible points earned:
10 = Matrícula de honor
9 – 9,9 = Sobresaliente
7 – 8,9 = Notable
5 – 6,9 = Aprobado
0 – 4,9 = Suspenso
Attending the course but not taking the exams = No presentado
Missing class more than permitted = No asistencia
Final paper & Presentation: All students in groups of 2 will be responsible for choosing a country in the world (Except the USA) and will have to create a marketing plan for a product or service of their choice. This information will be presented in class.
Class Attendance: class attendance is obligatory, it is checked every class day and it is reflected in the course attendance sheet that is sent to the University.
An 85% of attendance is required for the successful completion of the course. Not missing any class will be considered positively.
If a student exceeds this limit, the grade in the transcript for this subject could appear as “not attended course”.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations