Educational guide Faculty of Business and Economics |
english |
Bachelor's Degree in Business Administration and Management (2009) |
Subjects |
INTERNATIONAL MARKETING |
Contents |
IDENTIFYING DATA | 2022_23 |
Subject | INTERNATIONAL MARKETING | Code | 16214201 | |||||
Study programme |
|
Cycle | 1st | |||||
Descriptors | Credits | Type | Year | Period | ||||
6 | Optional | Third | 2Q |
Competences | Learning outcomes | Contents |
Planning | Methodologies | Personalized attention |
Assessment | Sources of information | Recommendations |
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 |