2011_12
University
Rovira y Virgili
Educational guide 
Faculty of Economics and Business
A A 
 
 
Degree of Business Administration and Management (Terres de l'Ebre) (2009)
 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 concept of international competitiveness
1.4. Global Marketing versus International Marketing
1.5. The importance of International Marketing

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. Market targeting
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. Characteristics of domestic markets
5.2. Analysis of oportunities in the global marketplace
5.3. Criteria to select domestic markets
5.4. Value chain decisions
5.5. Foreign market entry strategies
UNIT 6. International Marketing in emerging markets

6.1. Emerging markets
6.2. Challenges and opportunities
6.3. Analysing the opportunities in emerging markets


BLOC III. MARKETING MIX IN THE GLOBAL MARKETPLACE
UNIT 7. Developing and defining the global product
7.1. Basic concepts
7.2. Global branding
7.3. Designing the global product
7.4. Product saturation in the global market
7.5. New product development for the global market
7.6. Service Marketing in the global market
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. Pricing for international markets
10.1. Developing pricing strategies
10.2. Transfer pricing
10.3. Environmental influences on pricing decisions
10.4. Internal factors affecting international pricing decisions

UNIT 11. Managing and controlling the international marketing programme

11.1. Leadership and organisation
11.2. International marketing control techniques
11.3. Performance evaluation
11.4. International marketing activities audit