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 theories and the practice of international marketing in Spain and abroad. 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 as well as explore why some international marketing strategies have worked less well in practice. Also, we will discuss a number of hot topics for international marketers such as the challenge of marketing products and services in emerging markets or how technological advances impact on international marketing.
Es recomana cursar aquesta optativa a 3r curs (Menció en Comerç Internacional / Menció en Màrqueting)
(*)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.