| Educational guide Faculty of Economics and Business |
english |
| Degree of Business Administration and Management (Terres de l'Ebre) (2009) |
 Subjects |
| INTERNATIONAL MARKETING |
| Contents |
| IDENTIFYING DATA | 2013_14 |
| 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 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 |
| 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. Pricing for international markets |
8.1. Developing pricing strategies 8.2. Transfer pricing 8.3. Environmental influences on pricing decisions 8.4. Internal factors affecting international pricing decisions |
| UNIT 9. Managing international marketing channels |
9.1. Marketing channels: Functions and limitations 9.2. Factors that define the selection of marketing channels 9.3. Marketing channels structure 9.4. Innovation in international marketing channels 9.5. International marketing channels strategies to penetrate new markets |
| UNIT 10. Marketing communication strategies in the global market |
10.1. Marketing communications: Single country versus Multi-country 10.2. Marketing communication strategies 10.3. International advertising 10.4. Media planning and analysis 10.5. Managing the global sales force 10.6. 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 |
