General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 6

Teaching staff: 

Alberto Guevara Chacon

Teaching languages

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.


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.


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.

Learning outcomes

  • Understand and evaluate globalization, its scope and its consequences and the importance of internalization in business competitiveness.
  • Evaluate the factors that make it convenient to operate in other locations and the different ways in which the company has to internationalize.
  • Planning the process of internalizing a company.
  • Understand the main challenges that a company must face in the International context.
  • Know the basic legal instruments that affect international trade.

Working methodology

Theoretical Sessions

MD1.Master classes. Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.

Guided learning

MD7. Case study. Dynamics that part of the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students.

The classroom (physics or virtual) it is a safe, free space of attitudes sexists, racists, homophobic, transphobic i discriminatory, ja be towards the students or towards the faculty. we trust that among all and all we can create a space sure on ens can to err i to learn sense having to suffer prejudice others.



Content of the Company Part

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
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.


Learning activities

Theoretical classes.

Case studies: Analysis, by the student, of 4 cases of internationalization. It will include the adequacy of the chosen company with the theoretical framework explained in class.

Commentary on specific and unique cases of internationalization.

Commentary on news published in the media in relation to the internationalization of the company.

Viewing videos about specific cases.

Conferences by renowned experts in the different fields of business internationalization.

Evaluation system



Time period

Type of assessment

Evaluation agent

Type of activity















Group (#)




Throughout the course






Continued avaluation




Case discussions and case presentations

Throughout the course






Continued avaluation





Final Project and partial deliveries







Continued avaluation




Final exam

(A minimum score of 4/10 is required)

Exam week 












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.



Paliwoda, SJ, & Thomas, MJ (2016). International marketing, seventeenth edition. McGraw Hill.

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.