International Marketing

Occurrence: 2023/24 - 2S

Courses

Hours Actually Taught

LNI-2-TA

Learning outcomes of the curricular unit (knowledge, skills and competences to be developed by the students)

The main objective of this UC is to provide students with the knowledge to carry out marketing strategies and tactics that allow them to perform well in the international market, cultivating skills that enable them to: 

Syllabus

1. Introduction to International Marketing
1.1. Global economic environment
1.2. International commercial environment
1.3. Global social and cultural environments
1.4. Political and legal environments
2. Global Trade Entities and Contracts
2.1. International trade intermediaries
2.2. Transport and contracts
2.3. Forms of compensation: Countertrade
2.4. International trade companies
3. Approach to the Global Market
3.1. Global information systems (GIS) and market studies
3.2. Strategies for entering the international market
3.3. Segmentation and positioning in the international market
4. The modern Marketing-Mix in International Markets
4.1. Product
4.2. Price
4.3. Distribution
4.4. Communication
5. Strategy and Leadership in the 21st Century
5.1. Strategic elements of global competitiveness
5.2. Organizational leadership and social responsibility

Demonstration of the syllabus coherence with the curricular unit's learning objectives

The programmatic contents derive from the objectives that were previously defined. For each theme of the program, the specific learning objectives are explained to students in theoretical-practical classes.
Theme 1 of the syllabus corresponds to the first specific objective mentioned;
Theme 2 of the syllabus corresponds to the second of these objectives;
Theme 3 of the syllabus corresponds to the third, fourth and fifth objectives;
Theme 4 of the syllabus allows the achievement of the third-to-last and last objectives;
Theme 5 of the syllabus allows the achievement of the penultimate specific objective mentioned;

Teaching methodologies (including evaluation)

The teaching-learning method develops in a logical way from a theoretical emphasis to a practical emphasis, based on theoretical-practical classes and including the following instruments: teacher presentations, practical exercises, case studies, research work, group work and respective presentation and discussion. Assessment will be carried out through a written test (60%) and practical work (40%). Students who obtain a grade below 8 in the written test will always have to take a final exam (100%).

Demonstration of the coherence between the teaching methodologies and the learning outcomes

The content and pedagogical dynamics of classes and knowledge and skills assessment activities are based on the objectives of the Unit and the objectives defined for each theme. The pedagogical results expressed, both in the level of student achievement and in their opinion about the functioning of the unit, will be taken into account in the effort to continually reinforce the desired coherence

Bibliography (Mandatory resources)

Albaum, G., Duerr, E. 2008. International Marketing and Export Management. New Jersey: Prentice Hall
Bradley, F. 2005. International Marketing Strategy. New Jersey: Prentice Hall
Keegan, W. Green, M. 2012. Global Marketing. 7th Edition. New Jersey: Prentice-Hall
Lascu, D. 2008. International Marketing. London: Cengage Learning
Tapscott, D. and Tapscott, A. (2016). Blockchain Revolution: How the Technology Behind Bitcoin Is Changing Money, Business, and the World. London: Penguin.