Type A
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Code |
Competences Specific | | A3 |
Students develop people management skills and can conduct negotiations to make favorable and sustainable agreements in the area of business management.
|
Type B
|
Code |
Competences Transversal | | B5 |
Teamwork, collaboration and sharing of responsibility |
| B6 |
Clear and effective communication of information, ideas, problems and solutions in public or a specific technical field |
Type C
|
Code |
Competences Nuclear | | C1 |
Have an intermediate mastery of a foreign language, preferably English |
| C3 |
Be able to manage information and knowledge |
| C4 |
Be able to express themselves correctly both orally and in writing in one of the two official languages of the URV |
Type A
|
Code |
Learning outcomes |
| A3 |
Identifica elements de l’entorn que tinguin influència controlable o incontrolable en l’expansió internacional.
Inicia i desenvolupa l’activitat exterior de l’empresa.
Sap dissenyar una estratègica comercial competitiva segons el mercat internacional escollit.
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Type B
|
Code |
Learning outcomes |
| B5 |
Help to define, organize and distribute the group’s tasks.
Encourage all members to take part in the management and smooth running of the team.
| | B6 |
Structure their presentations and comply with any requirements should there be any.
Reply to the questions that they are asked.
Make interesting and persuasive presentations.
|
Type C
|
Code |
Learning outcomes |
| C1 |
Explain and justify briefly their opinions and projects.
Understand instructions about classes or tasks assigned by the teaching staff.
Understand routine information and articles.
| | C3 |
Locate and access information effectively and efficiently.
| | C4 |
Produce grammatically correct oral texts.
Produce well structured, clear and effective oral texts.
Produce grammatically correct written texts
Produce well-structured, clear and rich written texts
|
Topic |
Sub-topic |
BLOC I. BASIC CONCEPTS OF INTERNATIONAL MARKETING |
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UNIT 1. Introduction to International Marketing
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1.1. The global marketplace
1.2. Dimensions of the global marketplace
1.3. The concept of international competitiveness
1.4. Global Marketing versus International Marketing
1.5. The importance of International Marketing
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BLOC II. INTERNATIONAL STRATEGIC MARKETING PLANNING |
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UNIT 2. The global marketing environment |
2.1. Economic environment
2.2. Culture and the socio-cultural environment
2.3. Political and legal environment
2.4. Information and technology
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UNIT 3. Segmenting, targeting and positioning in the global marketplace
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3.1. Segmenting international markets
3.2. Market targeting
3.3. Positioning the global product
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UNIT 4. International dimensions of consumer behaviour
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4.1. Introduction to Consumer Decision Making
4.2. Analysing and influencing consumer behaviours
4.3. Influencing Individuals and Families
4.4. Cultural and cross-cultural influences
4.5. The international consumer behaviour
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UNIT 5. Selection process of domestic markets and internationalisation strategies
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5.1. Characteristics of domestic markets
5.2. Analysis of oportunities in the global marketplace
5.3. Criteria to select domestic markets
5.4. Value chain decisions
5.5. Foreign market entry strategies
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UNIT 6. International Marketing in emerging markets
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6.1. Emerging markets
6.2. Challenges and opportunities
6.3. Analysing the opportunities in emerging markets
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BLOC III. MARKETING MIX IN THE GLOBAL MARKETPLACE |
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UNIT 7. Developing and defining the global product
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7.1. Basic concepts
7.2. Global branding
7.3. Designing the global product
7.4. Product saturation in the global market
7.5. New product development for the global market
7.6. Service Marketing in the global market
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UNIT 10. Pricing for international markets
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10.1. Developing pricing strategies
10.2. Transfer pricing
10.3. Environmental influences on pricing decisions
10.4. Internal factors affecting international pricing decisions
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UNIT 8. Managing international marketing channels
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8.1. Marketing channels: Functions and limitations
8.2. Factors that define the selection of marketing channels
8.3. Marketing channels structure
8.4. Innovation in international marketing channels
8.5. International marketing channels strategies to penetrate new markets
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UNIT 9. Marketing communication strategies in the global market
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9.1. Marketing communications: Single country versus Multi-country
9.2. Marketing communication strategies
9.3. International advertising
9.4. Media planning and analysis
9.5. Managing the global sales force
9.6. Other promotion strategies
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UNIT 11. Managing and controlling the international marketing programme
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11.1. Leadership and organisation
11.2. International marketing control techniques
11.3. Performance evaluation
11.4. International marketing activities audit
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Methodologies :: Tests |
|
Competences |
(*) Class hours
|
Hours outside the classroom
|
(**) Total hours |
Introductory activities |
|
2 |
0 |
2 |
Lecture |
|
30 |
30 |
60 |
Problem solving, classroom exercises |
|
22 |
39 |
61 |
Presentations / expositions |
|
8 |
16 |
24 |
Personal tuition |
|
1 |
0 |
1 |
|
Mixed tests |
|
1 |
1 |
2 |
|
(*) On e-learning, hours of virtual attendance of the teacher. (**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. |
Methodologies
|
Description |
Introductory activities |
Presentation of the module
Presentation of the structure and units of the module
Presentation of the evaluation to be carried out and of the learning objectives of the course |
Lecture |
Explanation of contents of the module |
Problem solving, classroom exercises |
Application of theoretical knowledge, case studies presentations, problem solving, analysis and debates related to the contents of the module. |
Presentations / expositions |
Oral presentation of courseworks and submission of hard copies. |
Personal tuition |
Time dedicated to students to resolve any queries or problems. |
Description |
Office hours will be set (4h per week) to resolve any queries and problems of the students. Also, communication will be enabled through e-mail and moodle. |
Methodologies |
Competences
|
Description |
Weight |
|
|
|
|
Lecture |
|
Attendance,
Participation |
1 % |
Problem solving, classroom exercises |
|
Attendance,
Participation in debates,
teamwork,
oral presentation |
9% |
Presentations / expositions |
|
The module is assessed by two pieces of coursework (Coursework 1 and Coursework 2). The two assessments are of equal value (Coursework 1: 20%, Coursework 2: 20%). Details on the courseworks will be given during the course.
The grade will be based on the:
Evaluation of hard-copy courseworks,
Oral presentation,
Teamwork |
40% |
Mixed tests |
|
Prova final de tots els continguts de l'assignatura. |
50% |
Others |
|
|
|
|
Other comments and second exam session |
The retake exam requires that the students submit two courseworks and take the final exam. In this case the final grade will be calculated as follows Coursework 1: 25% Coursework 2 : 25% Final exam: 50% |
Basic |
Onkvisit, S., & Shaw J.J. , International marketing : analysis and strategy, 4th edition, Routlege
Paliwoda, S.J., & Thomas, M.J. , International Marketing, 3rd edition, Oxford
Cerviño, J., Marketing internacional : nuevas perspectivas para un mercado globalizado, , Piramide
Churruca, A., García-Lomas, O. & Cerviño Fernández, J. , Marketing Internacional: Casos y ejercicios prácticos, , Piramide
|
Specific journal articles will also be referred in lectures. Students are also encouraged to browse the marketing journals in the library. |
Complementary |
|
Websites of relevance:
www.marketing.haynet.com
www.mad.co.uk
www.mintel.co.uk
www.ft.com
www.businessweek.com
wwww.economist.com
www.keynote.com |
Subjects that are recommended to be taken simultaneously |
INTERNATIONAL ECONOMIC RELATIONS/16234204 | INTERNATIONAL COMMERCIAL LAW/16234205 | INTERNATIONAL FINANCE/16234202 |
|
Subjects that it is recommended to have taken before |
STRATEGIC MARKETING MANAGEMENT/16234115 | THE FUNDAMENTALS OF MARKETING/16234114 |
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(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation. |
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