GENERAL DESCRIPTION OF THE
SUBJECT
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. |