| Degree of Business Administration and Management (Terres de l'Ebre) (2009) |
 Subjects |
| INTERNATIONAL MARKETING |
| Contents |
| IDENTIFYING DATA | 2012_13 |
| Subject | INTERNATIONAL MARKETING | Code | 16234201 | |||||
| Study programme |
|
Cycle | 1st | |||||
| Descriptors | Credits | Type | Year | Period | ||||
| 6 | Optional | Second |
||||||
| 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 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 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 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 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 |
