IDENTIFYING DATA

2014_15

Subject (*)

INTERNATIONAL MARKETING

Code

16204201

Study programme

Graduate in Finances and Accounting

Cycle

1st

Descriptors

Credits

Type

Year

Period

Optional

Language

Anglès

Castellà

Department

Gestió d'Empreses

Coordinator

PAPAOIKONOMOU ., ELENI

E-mail

eleni.papaoikonomou@urv.cat

Lecturers

PAPAOIKONOMOU ., ELENI

Web

General description and relevant information

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.

Competences

Type A	Code	Competences Specific
	A5	Find, analyze and interpret quantitative and qualitative information of a financial, accounting, economic, social and legal nature that is relevant to the taking of business decisions.
Type B	Code	Competences Transversal
	B5	Teamwork, collaboration and sharing of responsibility
	B6	Clear and effective communication of information, ideas, problems and solutions in public or a specific technical field
Type C	Code	Competences Nuclear
	C1	Have an intermediate mastery of a foreign language, preferably English
	C3	Be able to manage information and knowledge
	C4	Be able to express themselves correctly both orally and in writing in one of the two official languages of the URV

Learning outcomes

Type A	Code	Learning outcomes
	A5	Start and develop the foreign activities of a company. Identify elements in the environment that have a controlable or uncontrolable influence on international expansion. Design a competitive business strategy to Apply to a chosen international market.
Type B	Code	Learning outcomes
	B5	Help to define, organize and distribute the group’s tasks. Encourage all members to take part in the management and smooth running of the team.
	B6	Structure their presentations and comply with any requirements should there be any. Reply to the questions that they are asked. Make interesting and persuasive presentations.
Type C	Code	Learning outcomes
	C1	Explain and justify briefly their opinions and projects. Understand instructions about classes or tasks assigned by the teaching staff. Understand routine information and articles.
	C3	Locate and access information effectively and efficiently.
	C4	Produce grammatically correct oral texts. Produce well structured, clear and effective oral texts. Produce grammatically correct written texts Produce well-structured, clear and rich written texts

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 4. International dimensions of consumer behaviour	4.1. Introduction to Consumer Decision Making 4.2. Analysing and influencing consumer behaviours 4.3. Influencing Individuals and Families 4.4. Cultural and cross-cultural influences 4.5. The international consumer behaviour
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
UNIT 10. Managing and controlling the international marketing programme	10.1. Leadership and organisation 10.2. International marketing control techniques 10.3. Performance evaluation 10.4. International marketing activities audit

Planning

Methodologies :: Tests

Competences

(*) Class hours

Hours outside the classroom

(**) Total hours

Introductory activities

Lecture

Problem solving, classroom exercises

Presentations / expositions

Personal tuition

Mixed tests

(*) On e-learning, hours of virtual attendance of the teacher.
(**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies

Methodologies

	Description
Introductory activities	Presentation of the module Presentation of the structure and units of the module Presentation of the evaluation to be carried out and of the learning objectives of the course
Lecture	Explanation of contents of the module
Problem solving, classroom exercises	Application of theoretical knowledge, case studies presentations, problem solving, analysis and debates related to the contents of the module.
Presentations / expositions	Oral presentation of courseworks and submission of hard copies.
Personal tuition	Time dedicated to students to resolve any queries or problems.

Personalized attention

Description

Office hours will be set (4h per week) to resolve any queries and problems of the students. Also, communication will be enabled through e-mail and moodle.

Assessment

Methodologies

Competences

Description

Weight

Lecture

Attendance,
Participation

1 %

Problem solving, classroom exercises

Attendance,
Participation in debates,
teamwork,
oral presentation

Presentations / expositions

The module is assessed by two pieces of coursework (Coursework 1 and Coursework 2). The two assessments are of equal value (Coursework 1: 20%, Coursework 2: 20%). Details on the courseworks will be given during the course.
The grade will be based on the:
Evaluation of hard-copy courseworks,
Oral presentation,
Teamwork

40%

Mixed tests

Final exam based on the contents of the module.

50%

Others

Other comments and second exam session

Minimum grade of final exam for both the May and June assessment: 3,5.

The retake exam requires that the students submit two courseworks and take the final exam. In this case the final grade will be calculated as follows

Coursework 1: 25%

Coursework 2 : 25%

Final exam: 50%

Sources of information

Basic	Onkvisit, S., & Shaw J.J. , International marketing : analysis and strategy, 4th edition, Routlege Paliwoda, S.J., & Thomas, M.J. , International Marketing, 3rd edition, Oxford Cerviño, J., Marketing internacional : nuevas perspectivas para un mercado globalizado, , Piramide Churruca, A., García-Lomas, O. & Cerviño Fernández, J. , Marketing Internacional: Casos y ejercicios prácticos, , Piramide
	Specific journal articles will also be referred in lectures. Students are also encouraged to browse the marketing journals in the library.
Complementary
	Websites of relevance: www.marketing.haynet.com www.mad.co.uk www.mintel.co.uk www.ft.com www.businessweek.com wwww.economist.com www.keynote.com

Recommendations

Subjects that are recommended to be taken simultaneously

INTERNATIONAL ECONOMIC RELATIONS/16204204

INTERNATIONAL COMMERCIAL LAW/16204205

INTERNATIONAL FINANCE/16204202

Subjects that it is recommended to have taken before

MARKETING/16204118

(*)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.