| Competences |
| Type A | Code | Competences Specific |
| A3 | Develop people management skills and can conduct negotiations to make favorable and sustainable agreements in the area of business management. | |
| 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 |
| A3 |
Identify elements in the environment that have a controlable or uncontrolable influence on international expansion. Start and develop the foreign activities of a company. 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 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 |
| Planning |
| Methodologies :: Tests | |||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | ||||||||
| Introductory activities |
|
2 | 0 | 2 | |||||||
| Lecture |
|
26 | 34 | 60 | |||||||
| Problem solving, exercises in the classroom |
|
22 | 40 | 62 | |||||||
| Presentations / oral communications |
|
8 | 16 | 24 | |||||||
| Personal attention |
|
1 | 0 | 1 | |||||||
| Mixed tests |
|
1 | 0 | 1 | |||||||
| (*) 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 |
| 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, exercises in the classroom | Application of theoretical knowledge, case studies presentations, problem solving, analysis and debates related to the contents of the module. |
| Presentations / oral communications | Oral presentation of courseworks and submission of hard copies. |
| Personal attention | 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, exercises in the classroom |
|
Attendance, Participation in debates, teamwork, oral presentation |
9% | |||||||
| Presentations / oral communications |
|
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. In the second call the student has two options: - Do the exam that would be 100% of the final grade - To be evaluated as follows: 40% projects (20% first project and 20% second project) + 60% final exam. In this case, the student must get at least 3.5 in the final exam , otherwise the grades of the projects shall not be considered. |
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| 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 |
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Specific journal articles will also be referred in lectures. Students are also encouraged to browse the marketing journals in the library. |
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| Complementary | |||||||||
wwww.economist.com |
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| Recommendations |
(*)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.