2019_20
University
Rovira y Virgili
Educational guide 
Faculty of Business and Economics
A A 
english 
Bachelor's Degree in Business Administration and Management (CTE)
 Subjects
  INTERNATIONAL MARKETING
   Contents
Topic Sub-topic
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
2.4. Information and technology

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 5. Selection process of domestic markets and internationalisation strategies
5.1 Foreign market entry strategies
5.1.1. Direct and indirect exports
5.1.2. Intermediate strategies
5.1.3. Hierarchical strategies

BLOC III. MARKETING MIX IN THE GLOBAL MARKETPLACE
UNIT 6. Developing and defining the global product
6.1. Basic concepts
6.2. Global branding
6.3. Designing the global product
6.4. Product saturation in the global market
6.5. New product development for the global market
6.6. Service Marketing in the global market
UNIT 7. Pricing for international markets
7.1. Developing pricing strategies
7.2. Transfer pricing
7.3. Environmental influences on pricing decisions
7.4. Internal factors affecting international pricing decisions


UNIT 8. Managing international marketing channels

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

UNIT 9. Marketing communication strategies in the global market
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