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INTERNATIONAL MARKETING
Subject code: 16254201 Print
Identification data
Year: 2026-27
Subject
INTERNATIONAL MARKETING
Code
16254201
Course
Bachelor's Degree in Business Administration and Management (2024)
Level
Undergraduate
Subject matter
Mención en marketing
Scope
Credits
Type
Academic year
6.0
OPTIONAL
Period
Second semester
General description
This module introduces the students to the various aspects of international marketing with the principal objective of developing skills in the identification, analysis and solution of problems encountered in international marketing and the practice of international marketing in Spain and foreign markets. We will discuss the principal strategic challenges for international marketing together with the specific issues of internationalising the marketing mix. In this module, we will use examples of successful international marketing strategies as well as explore why some international marketing strategies have not worked well in practice. Also, we will discuss a number of important topics for international marketers such as the challenge of introducing marketing products and services in emerging markets or how technological advances impact on international marketing.
Modality of instruction
Face-to-face
Required subjects
Recommended subjects
Requisits i Recomanacions
Having taken an introductory marketing course. Attend other subjects related to internationalization (mention of international commerce).
Coordinator
Instructor(s)
Schedules, classrooms and language of instruction for group
Schedules, classrooms and language of instruction for group

Specific learning outcomes of the degree

  • SE6 - Plan the area of marketing of a public or private institution.
    • SE6.10 - Design international marketing strategies.

Transversal learning outcomes of the degree

BLOC I. BASIC CONCEPTS OF INTERNATIONAL MARKETING    

UNIT 1. Introduction to International Marketing     

1.1. The global marketplace
1.2. Dimensions of the global marketplace
1.3. The theoretical framework ERPG
1.4. SMEs and large companies in the global market

BLOC II. INTERNATIONAL STRATEGIC MARKETING PLANNING    

UNIT 2. The global marketing environment   

2.1. Economic environment
2.2. Culture and the socio-cultural environment
2.3. Political and legal environment

UNIT 3. Segmenting, targeting and positioning in the global marketplace     

3.1. Segmenting international markets
3.2. Defining the global target
3.3. Positioning the global product

UNIT 4. Selection process of domestic markets and internationalisation strategies     

4.1 Foreign market entry strategies
4.1.1. Direct and indirect exports
4.1.2. Intermediate strategies
4.1.3. Hierarchical strategies 

BLOC III. MARKETING MIX IN THE GLOBAL MARKETPLACE     
UNIT 5. Developing and defining the global product     

5.1. Basic concepts: standardize or adapt?
5.2. Designing the global product
5.3. Service Marketing in the global market
5.4. Product saturation in the global market
5.5. New product development for the global market
5.6. Country-of-origin
5.7. Global brands

UNIT 6. Pricing for international markets     

6.1. Developing pricing strategies
6.2. Environmental influences on pricing decisions
6.3. Internal factors affecting international pricing decisions 
6.4. Pricing decisions for a product line in the international market
6.5. Incoterms

UNIT 7. Managing international marketing channels     

7.1. Marketing channels: Functions and limitations
7.2. Factors that define the selection of marketing channels
7.3. Marketing channels structure
7.4. Innovation in international marketing channels
7.5. International marketing channels strategies to penetrate new markets
7.6. Grey markets

UNIT 8. Marketing communication strategies in the global market     

8.1. Marketing communications: Single country versus Multi-country
8.2. Marketing communication strategies
8.3. International advertising
8.4. Planning and analysis
8.5. Managing the global sales force
8.6. Other promotion strategies 

The data displayed in the table is orientative, taking into consideration the heterogeneity of students

Other observations:

Both assignments require the submission of a written report and an oral defense (presentation within a set timeframe and providing answers to the professor's questions).

Assignments and case studies must also be submitted via Moodle, except in cases indicated by the professor.

There is a minimum grade for the exam: 3.5. If the student does not achieve this grade on the exam, the student cannot be averaged with the other continuous assessment grades, and their final grade will be the exam grade.

USE OF ARTIFICIAL INTELLIGENCE TOOLS AND VERIFICATION TESTS

The use of artificial intelligence tools must strictly adhere to the instructions of the teaching staff and, in any case, must be declared. Unauthorized, excessive, or undeclared use in the completion of assessment activities is contrary to the principles of academic integrity and results in a failing grade for the activity, without prejudice to the application of other disciplinary measures in accordance with the Academic Regulations for Bachelor’s and Master’s Degrees and the URV Student Disciplinary Regulations.

The teaching staff may, at any time, establish additional mechanisms to verify authorship and to require the defense or oral explanation of the submitted activities and/or assessment tests.

Second call:

The final grade will be calculated as follows: Option 1: Assignments: 40%, Second-asessment exam: 60%. Option 2: Second-asessment exam: 100%.

Again, there is a minimum grade for Option 1: 3.5 exam grade.

Basic bibliography

  • ( Book ) / Zou, Shaoming. / Fu, Huifen., International marketing , 2011 Access to the CRAI
  • ( Book ) Paliwoda, Stanley J. / Thomas, M. J., International marketing , cop. 1998 Access to the CRAI
  • ( Book ) / Sinkovics, Rudolf R., 1966- / Ghauri, Pervez N., 1948-, New challenges to international marketing , 2009 Access to the CRAI

Complementary bibliography

  • ( Journal ) / MCB University Press., International marketing review (Online)
    International marketing review.    , 1983 Access to the CRAI
  • ( Book ) / Jean, Ruey-Jer Bryan. / Chiou, Jyh-Shen. / Zou, Shaoming., International marketing in rapidly changing environments , 2013 Access to the CRAI