TecnoCampus Foundation
eCampus
University Business
eCampus

What are you looking for?

General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

Alberto Guevara Chacon
Eloi Serrano Robles 

Teaching languages

  • Spanish

Although the material can be in any of the three languages.

Skills

Basic skills

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills

  • 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.

General competencies

  • 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.

Transversal competences

  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

Description

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.

Contents

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.

Evaluation system

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.

REFERENCES

Basic

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

Complementary

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.