This subject focuses on the development of the strategic and operational dimensions of international marketing management in globalized companies.



It belongs to the subject "Foreign Trade and Marketing", within the "Trade and Marketing" module, and it addresses the contents that any organization or company needs for planning, developing and controlling its international marketing activities. Along with the rest of the subjects, it offers the actual knowledge and methodologies for any company involved in the development of commercial activities in the international context.



The knowledge and skills that are acquired by taking this subject are aligned with the following professional opportunities:

Marketing Director, Commercial Director, Responsible for International Marketing, Responsible for Exports, Responsible for International Marketing Plan, Responsible for International Commercial Strategy, Responsible for Logistics and Distribution, Responsible for Commercial Administration, Responsible for Sales, Responsible for Product , Commercial department technician, International consultant, Marketing consultant, Commercial consultant, Sales consultant.

SUBJECT COMPETENCES



C1. Identify and correctly use the basic tools of international marketing. Specific. Linked to Competences G001 and G003 of the Degree.



C2. Consistently use the knowledge acquired to be in a position to develop an international marketing plan, completing each and every one of the stages of its development process. Specific. Linked to Competencies G002 and G004 of the Degree.



C3. Work individually and as a team to solve different contextual situations that are presented to companies in competitive environments: leadership, making proposals, analyzing and evaluating the opinions of others and making consensual decisions. Cross. Linked to Competencies G005 and G007 of the Degree.



LEARNING OUTCOMES



R1. The understanding and knowing of the conditional variables in the international business environment.



R2. The understanding of concepts related to international marketing strategies carried out by companies in competitive and globalized environments.



R3. Realization of marketing plans for the internationalization of the commercial activities of the companies.

UNIT 1. INTRODUCTION TO INTERNATIONAL MARKETING

UNIT 2. THE GLOBAL MARKETING ENVIRONMENT

UNIT 3. SELECTION AND FORMS OF ENTRY INTO INTERNATIONAL MARKETS

UNIT 4. THE INTERNATIONAL MARKETING PLAN

UNIT 5. PRODUCT, SERVICE AND BRAND POLICY

UNIT 6. PRICE POLICY

UNIT 7. DISTRIBUTION AND ELECTRONIC COMMERCE POLICY

UNIT 8. INTEGRAL COMMUNICATION POLICY

PRESENTIAL ACTIVITIES (60 hours):



It is planned to carry out these activities in person in one of the classrooms of the center. If it is not possible due to health measures, these activities will be carried out telepresently through computerized means.



- Lectures (36 hours): development of the contents of the subject's syllabus.

- Classroom practices (24 hours): implementation in the classroom of a marketing simulation game; viewing of didactic videos related to the contents of the subjects, with subsequent debate, analysis, comments and evaluations; carrying out exercises, tasks and practical cases for the deepening of knowledge and specific application of concepts and contents, individually or in groups.



NON-PRESENTIAL ACTIVITIES (90 hours):



- Summary of fundamental contents of the subject.

- Review of the powerpoint files that the teacher has used in the development of the lectures.

- Reading of in-depth texts recommended by the teacher and outlined in the bibliography of each unit of the subject

- Viewing of referenced audiovisual material in each topic

- Resolution of tasks based on practical cases.

- Carrying out compulsory individual work.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Multiple-Choice Test (%): 65
  • Individual works (%): 25
  • Exhibition of works, readings ... (%): 10

A. STUDENTS IN CONTINUOUS ASSESSMENT

During the course the following assessment tools and tests will be used:



1. Periodic evaluation tests on the contents taught in class, with which the achievement of C1 and C2 competencies is pursued. Mandatory tests.

2. Individual work that pursues the achievement of competences C2 and C3. Mandatory test.

3. Marketing simulation game, with which the achievement of competencies C2 and C3 is pursued. Mandatory test.



The periodic evaluation tests will be assessed jointly on a scale from 0 to 10:

-Whoever achieves a qualification of 5.0 points or higher will be exempted from taking the final test, although he can take it if he wishes to improve the qualification.

- Whoever does not reach a grade of 5.0 points, must take the final evaluation test to examine all the material taught in class.



The periodic evaluation tests and the simulation game will be developed in person in one of the classrooms of the center. If it is not possible due to sanitary measures, the tests will be carried out telepresently, but the simulation game will not be able to be developed.



Individual work can be submitted at any time, the deadline will be the day of the final test.



B. WAIVER OF CONTINUING ASSESSMENT

Students will have the right to be evaluated through the final evaluation system, regardless of whether or not they have participated in the continuous evaluation system. To do this, they must submit in writing to the teacher responsible for the subject the waiver of continuous assessment, for which they will have a period of 9 weeks from the beginning of the semester.

Whoever renounces the continuous evaluation must take the final evaluation tests indicated in the following section.



C. FINAL ASSESSMENT TESTS

On the official day of the final test (exam) of the subject, these evaluation tests will be developed:



1. Test about all the theoretical contents taught in class.

2. Delivery of individual work, if it has not been submitted before.



It is planned to take the knowledge test in person in one of the classrooms of the center. If it is not possible due to health measures, the test will be carried out electronically.



D. DETERMINATION OF THE FINAL GRADE OF THE SUBJECT

Given the mandatory nature of the knowledge assessment tests and individual work, whoever does not participate in either of these two tests will not be able to pass the subject, regardless of the grades achieved in any of the other tests and also regardless of the system of evaluation followed (continuous or final).



- Students in continuous assessment:

If the grade obtained in the periodic tests is equal to or greater than 5.0, and they do not want to improve it:

Final mark = mark of the periodic tests (65%) + mark of the individual work (25%) + mark of the simulation game (10%)



If the grade obtained in the periodic tests is less than 5.0:

Final mark = mark of the final test (65%) + mark of the individual work (25%) + mark of the simulation game (10%)



- Students in final evaluation:

Final mark = mark of the final test (75%) + mark of the individual work (25%)



E. WAIVER OF THE CALL

Except for those who have been exempted from the final test for having passed the periodic evaluation tests, those who do not take the final test will have a grade of Not Presented, regardless of the marks obtained in other tests and the evaluation system followed (continuous or final).

A. EVALUATION TESTS IN THE EXTRAORDINARY CALL

These three tests must be carried out on a compulsory basis in order to pass the subject.

1. Written test on the theoretical contents of the subject.

2. Written test that will consist of solving one or more practical cases related to the subject.

3. Delivery of individual work. The note of the person who delivered it in the ordinary call will be kept.



With these tests the achievement of skills C1, C2 and C3 is pursued.



It is planned to carry out these evaluation tests in person in one of the classrooms of the center. If this is not possible due to health measures, the tests will be carried out electronically.



B. DETERMINATION OF THE FINAL GRADE OF THE SUBJECT

In addition to taking the three tests, to pass the course a grade of 5.0 out of 10 must be achieved in both written tests.



Final mark = mark of the written test 1 (45%) + mark of the written test 2 (30%) + mark of the individual work (25%)



C. WITHDRAWAL OF THE CALL

Anyone who does not appear for this call will have a rating of Not Presented.

On the "egela" platform, the agenda of the program will be made available to students, in electronic format, that the teacher will use in the classroom as a guide for the master classes.

Likewise, an attempt will be made to take advantage of the potential of this platform for the management of practical activities, to encourage the participation of students and to address and resolve their possible doubts.

It will also provide diagrams, articles, news and links to content and educational videos that serve both to deepen the agenda and to carry out the tasks that are commissioned.

Basic bibliography

Aparicio Varas, Fernando (2015): Manual de comercio electrónico para la internacionalización. ICEX, Madrid.

Arteaga Ortiz, Jesús (coord.) (2017): Manual de Internacionalización. ICEX, Madrid.

Cateora, P.R.; Gilly, M.C.L; Graham, J.L. (2010): Marketing internacional. (14ª edición). México. McGraw-Hill Educación.

In-depth bibliography

Cerviño Fernández, J.(2006): Marketing internacional. Madrid. Pirámide.
Jerez Riesco, J.L. y Gacía-Mendoza, A.(2010): Marketing internacional para la expansión de la empresa. Madrid. ESIC.
Grande, I. (2005): Marketing croscultural. Madrid. ESIC.

Journals

Harvard-Deusto Marketing & Ventas
Journal of Marketing
Investigación y marketing
MK marketing + ventas

Web addresses

Web institucional del Gobierno Vasco: http://www.euskadi.eus/gobierno-vasco/departamento-desarrollo-economico-infraestructuras/
Instituto Español de Comercio Exterior: http://www.icex.es
SPRI: http://www.spri.es
Catálogo Industrial de Exportadores del País Vasco: http://www.industria.ejgv.euskadi.net/x76aAppWar/index/home
Eustat, Instituto Vasco de Estadística: http://www.eustat.es
INE, Instituto Nacional de Estadística: http://www.ine.es
Europa.eu, Portal de la Unión Europea: http://www.europa.eu/index_es.htm
Foro de las marcas renombradas españolas: http://www.marcasrenombradas.com
Foromarketing: http://www.foromarketing.com
Asociación Americana de Marketing: http://www.marketingpower.com
Foro de las marcas renombradas españolas:
http://www.marcasrenombradas.com
Foromarketing:
http://www.foromarketing.com
Asociación Americana de Marketing
http://www.marketingpower.com