In this subject, the principles of international marketing are discussed from the point of view of international companies or companies aiming to internationalize.



For this purpose, the characteristics, institutions and organizations that make up the international environment and the specific marketing management methods in this context are analyzed.



The ultimate goal is that, after completing the course the student is able to analyze different aspects of the international environment and make strategic and operational management decisions responding to international marketing challenges.

SKILLS

CA1.- Ability to make reasoned judgments on international marketing problems relying on accessible data.

CA2.- Ability to decide on international marketing strategies and policies, as well as on their implementation.

CA3.- Ability to conduct market research at an international level.

CA4.- Capacity for customer orientation in foreign markets and isolation of the self-reference criterion in decision-making.

CA5.- Ability to coordinate marketing decisions with the decisions of other areas of the company and other organizations.

CA6.- Ability to communicate effectively through appropriate international marketing vocabulary in English language.



These specific skills of the subject are related to the learning skills of module M03: Marketing: M03CM02, M03CM03, M03CM04; M03CM06, M03CM07 y M03CM14



LEARNING OUTCOMES OF THE SUBJECT:

RA1.- After completing the course, the student knows the features of the international environment, the particularities of marketing management in foreign markets and its influence on the activity of companies that decide to internationalize.

RA2.- Knows how to select relevant information for decision making at an international level, as well as to select appropriate information sources and the adequate methodology to conduct international market research.

RA3.- Knows how to plan, implement and control the major decisions, both strategic and operational, related to international marketing management and can argue such actions in a coherent and reasoned manner.

PART I: FUNDAMENTALS OF MARKETING IN INTERNATIONAL ENVIRONMENTS



Lecture 1: The Scope and Challenge of International Marketing



Lecture 2: The International Environment



Lecture 3: International Market Research



PART II: THE PROCESS OF INTERNATIONALIZING MARKETING OPERATIONS



Lecture 4: The Internationalization Process



Lecture 5: The International Market Selection Process



Lecture 6: Market Entry Modes



PART III: INTERNATIONAL MARKETING POLICIES



Lecture 7: International Product Policy



Lecture 8: Pricing for International Markets



Lecture 9: International Communication Policy



Lecture 10: International Marketing Distribution Channels



PART IV: ORGANIZATIONAL IMPLEMENTING OF GLOBAL MARKETING STRATEGIES



Lecture 11: Global Marketing Management: Planning, Organization and Control

In order to achieve the proposed skills, the following methodologies and pedagogical tools are used in combination:

1. Lectures

2. Case studies

3. Problem-based learning



This course encourages team work, as well as oral and written expression.

• Final Assessment System
• Tools and qualification percentages:
  • Team projects (problem solving, project design)) (%): 30
  • WRITTEN EXAM (%): 70

For the ordinary examination call, the student can choose between a mixed evaluation system (exam of 70% of the final score to which the continuous evaluation is added) or a unique final evaluation (exam of 100% of the final score).

Those students, who wish to renounce the continuous evaluation and opt for the final examination only, must communicate this to the lecturer formally in writing through an email. The deadline for this is week 9 of the year.





Mixed evaluation



The mixed evaluation consists of two parts: 30% of the score is obtained through a process of continuous evaluation with the development of different activities and course works (maximum: 3 points out of 10) and the 70% remaining through a final exam (maximum: 7 points out of 10), the latter within the exam period defined by the academic calendar of the faculty.

The continuous evaluation will be carried out through the development of several autonomous group activities, guided by the teaching staff. To assess these activities and get feedback from the learning process, the students have to hand in course and seminar works, which the students must submit in the time and form established by the lecturer.



Unique final evaluation



The final exam for those students who have chosen this option will evaluate 100% of the subject and the largest number of competences possible required in the subject that can be evaluated with an individual exam. To pass the subject, it is necessary to obtain a grade of 5, with at least 2.5 points having been obtained in the first part of the exam valued over 7 points and 1 point in the additional part assessed over 3 points.



The NO SHOW for the final exam will lead to an evaluation result of NO ATTENDENCE, independent of whether the student has chosen the continuous or final evaluation option.



In case that, because of the covid-19 situation and decision of the university, a face-to-face evaluation and written examination would not be possible, the examination will take place online

For the extraordinary exam call students can opt for either one of the following options:



1) Evaluation with a final exam over 10 points in two parts (one part over 7 points and an additional part over 3 points) to evaluate 100% of the subject and the greatest number of possible competences required in the subject that can be evaluated with a written exam.

To pass the subject, it is necessary to obtain a score of 5, being necessary that at least 2.5 points have been obtained in the part of the exam valued over 7 and 1 point in the part valued over 3 points.



2) Students who had taken part in the continuous assessment process and had obtained at least 1 point, can choose to keep the continuous assessment score and take part in an exam over 7 points. To pass the subject, it is necessary to obtain a score of 5, with at least 2.5 points (out of 7) in the exam.



In case that, because of the covid-19 situation and decision of the university, a face-to-face evaluation and written examination would not be possible, the examination will take place online

Lecture slides and other didactic materials provided to the students via egela or directly.

Basic bibliography

Philip R. Cateora, John Graham, Mary C Gilly (2020). International Marketing, McGraw-Hill Higher Education, 18th revised edition.

In-depth bibliography

Lowe, R., Kenyon A., and Doole I. (2019) International Marketing Strategy: Analysis, Development & Implementation, Cengage Learning EMEA; 8th edition.

Keegan Warren J. and Green Mark C. (2020). Global Marketing, Pearson, 10th edition.

Journals

The Economist
International Marketing Review
Advertising Age
Business Horizons
Columbia Journal of World Business
Sloan Management Review

Web addresses

www.spri.es
www.icex.es
www.comercio.gob.es/es-ES/Paginas/default.aspx
www.camaras.org
www.cesce.org
https://basquetrade.spri.eus/es/