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Although the material can be in any of the three languages.
CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.
CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.
CE11. Apply the knowledge to undertake business projects that allow the creation of new companies or the improvement of existing ones, applying innovative and creative ideas.
CE12. Apply the English language in different cultural environments of business negotiation.
CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.
CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.
CT1. Communicate properly orally and in writing in the two official languages of Catalonia.
This course focuses on the challenges and opportunities of marketing new and existing products and services in the global market. Apply key marketing concepts in the international business context. It introduces students to the tools and techniques of international strategic and operational marketing to make decisions and exert influence in international markets.
The course achieves its objectives through lectures, analysis and discussion of real business cases that illustrate real global marketing problems and studying a company's international marketing strategy. Pays special attention to country of origin marketing variations and highlights strategies used by international marketers. Specifically, the course analyzes the impact of cultural, economic, technological, political and legal differences in the international marketing process.
Topic 1: Introduction to international and global marketing.
Topic 2: Understand cultural factors and country/region selection.
Topic 3: Development and global adaptation of the product. Establishment of competitive strategies.
Topic 4: Evaluation of market opportunities. International market research. Understand the local market.
Topic 5: Development of an international entry strategy.
Topic 6: International segmentation, segmentation and positioning. Establish the basic marketing strategies to introduce a new
market.
Topic 7: Global product management.
Topic 8: Global pricing strategies.
Topic 9: Global placement and distribution strategies.
Topic 10: Global promotion and communication strategies.
Topic 11: New trends and markets without borders.
Assessment elements |
Time period |
Type of assessment |
Evaluation agent |
Type of activity |
Agrupació |
Dog (%) |
||||
|
|
Obligatory |
Optional |
Professor |
Auto- evaluation |
co evaluation |
|
Individual |
Group (#) |
|
Class participation |
Throughout the course |
X |
|
|
|
|
Continued avaluation |
X |
|
10% |
Case discussions and case presentations |
Throughout the course |
X |
|
X |
|
|
Continued avaluation |
X |
X |
20% |
Final Project and partial deliveries |
X |
|
X |
|
|
Continued avaluation |
|
X |
20% |
|
Final exam (A minimum score of 4/10 is required) |
Exam week |
X |
|
X |
|
|
Synthesis |
X |
|
50% |
A
RECOVERY
Only the 50% corresponding to the final exam can be recovered (you will have to obtain a 5 out of 10 in the exam to average with the marks of continuous assessment). Neither group work nor class activities are recoverable.
A student who has not applied for the first call CANNOT apply for recovery.
Green, Mark C., and Keegan, Warren J. Global Marketing. 10th ed. Pearson Education Limited, 2020.
Hollensen, Sven. Essentials of Global Marketing. 7th ed. Pearson Education Limited, 2016
Kotler, P., and KC Keller. Marketing Management. 12th Edition. Upper Saddle River: Prentice-Hall, 2012.
Paliwoda, SJ, & Thomas, MJ (2016). International marketing, seventeenth edition. McGraw Hill.