TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Maria Dolors Celma Benaiges

Trimester: Third term

Credits: 4

Teaching staff: 

Alberto Guevara Chacon

Academic year: 2025

Teaching course: 2

Languages ​​of instruction

  • Spanish

Competencies / Learning Outcomes

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.

Presentation of the subject

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-world global marketing problems, and through the study of a company's international marketing strategy. It pays special attention to home-country variations in marketing and highlights the strategies used by international marketers. Specifically, the course analyzes the impact of cultural, economic, technological, political, and legal differences on the international marketing process.

The classroom (physical or virtual) is a safe space, free from sexist, racist, homophobic, transphobic and discriminatory attitudes, whether towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.

Contents

Topic 1: Introduction to International and Global Marketing.
Topic 2: Understanding cultural factors and the selection of countries or regions.
Topic 3: Development and adaptation of global products. Establishment of competitive strategies.
Topic 4: Market Opportunity Assessment. International Market Research. Understanding the Local Market.
Topic 5: Developing an international entry strategy.
Topic 6: Segmentation, objective and international positioning. Establish basic marketing strategies to enter 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 Borderless Markets.

Activities and evaluation system

Class participation - 10%
Discussion of case studies in class (in groups) - 20%
Presentations of the final project (in groups) - 20%
Final exam - 50% (Min. 4/10 to pass)

Recovery

- You can only recover the 50% corresponding to the final exam (you must get a 5 out of 10 in the exam to average with the continuous assessment grades). Continuous assessment activities (done during the term) are not recoverable.

- A student who has not appeared in the first call cannot appear in the recovery.

Bibliography

Basic

Garcia, Gloria (2012). Internationalization strategies of the company. How to do international business. Ed. pyramid

Ramírez Gómez, Salvador (2014). Lessons in International Taxation. Technologies

Complementary

European Commission, Directorate-General for Research and Innovation, Hollanders, H. (2023). European Innovation Scoreboard 2023. Publications Office of the European Union. https://data.europa.eu/doi/10.2777/119961

Schmid, Stefan (2018). Internationalization of Business. Cases on Strategy Formulation and Implementation. Springer International Publishing

Stiglitz, Joseph E. (2022). Unrest in globalization. taurus