Teaching plan for the course unit



Close imatge de maquetació




General information


Course unit name: Global Marketing

Course unit code: 573218

Academic year: 2021-2022

Coordinator: Esteban Zuluaga Quintana

Department: Department of Business

Credits: 5

Single program: S



Estimated learning time

Total number of hours 125


Face-to-face and/or online activities



-  Lecture with practical component

Face-to-face and online



Supervised project


Independent learning




Competences to be gained during study


General and basic competences

CG1. Creative and entrepreneurial skills (capacity to conceive, design and manage projects, and to research and integrate new knowledge and approaches).

CG2. Capacity to propose a business project based on an original idea and to assess its feasibility.

CB6. Knowledge forming the basis of original thinking in the development or application of ideas, typically in a research context.

CB7. Capacity to apply the acquired knowledge to problem-solving in new or relatively unknown environments within broader (or multidisciplinary) contexts related to the field of study.

CB8. Capacity to integrate knowledge and tackle the complexity of formulating judgments based on incomplete or limited information, taking due consideration of the social and ethical responsibilities involved in applying knowledge and making judgments.

CB9. Capacity to communicate conclusions, judgments and the grounds on which they have been reached to specialist and non-specialist audiences in a clear and unambiguous manner.

CB10. Skills to enable lifelong self-directed and independent learning.


Specific competences

CE1. Capacity to apply the main concepts and management tools to resolve advanced problems and business situations related to the strategic, financial, commercial, operational and logistics management of international companies.

CE2. Capacity to adopt a strategic, integrated approach to business problems and ability to address them effectively at an international level.

CE5. Understanding of and capacity to apply marketing tools to solve problems and generate opportunities and to use theoretical expertise and the appropriate research tools to solve problems encountered in the fields of market research and international marketing.

CE9. Capacity to examine the options, potential and opportunities presented by different regions in the global economy and to identify the specific features of the various markets and societies involved, with a view to improving effectiveness and complying with demands on professional responsibility.

CE10. Capacity to acquire an advanced level of competence in the writing of scientific documents, specialized reports and research papers in which value judgements are formulated, complying with standard criteria for publication or for presentation to potential stakeholders or other interested parties at the global level.





Learning objectives


Referring to knowledge

At the end of the course, students should be able to:

— Apply the key aspects of global marketing strategies focusing on the clients’ experience and real cases.

— Work on practical cases on international marketing.

— Apply a commercial strategy to each international market through practical cases.

— Establish design, coordination and control mechanisms for the global strategy of a business based on the analysis of business intelligence.

— Know how to use the metrics to evaluate how to approach customers.



Teaching blocks


1. Deciding on going abroad

1.1. Reasons to go abroad
1.2. The internationalisation process: from the export company to the global brands
1.3. Global vs local
1.4. Alternatives to growth

2. Selection of target markets

2.1. Internal/external analysis
2.2. Proactive/reactive models
2.3. Concentration/diversification strategies

3. How to enter a market

3.1. Indirect/direct exporting
3.2. Licensing/franchising
3.3. Joint ventures
3.4. Direct investment

4. International segmentation

4.1. The segmentation process
4.2. Global segmentations
4.3. Most common differences between domestic and foreign target segments

5. International positioning

5.1. Adaptation of the value proposition
5.2. The positioning/segmentation matrix
5.3. Global positioning 

6. Global branding

6.1. Global brand strategies
6.2. Brands architecture
6.3. Legal protection for international brands

7. International marketing mix: product

7.1. Development vs diversification
7.2. Standardisation vs adaptation
7.3. Key variables for product adaptation

8. International marketing mix: price

8.1. International pricing strategies
8.2. Global pricing
8.3. The e-commerce framework

9. International marketing mix: communication

9.1. Global vs local communication
9.2. Management models for international communication
9.3. Global trends 
9.4. International social media strategy 

10. International marketing mix: distribution

10.1. Partner selection criteria
10.2. Distribution in the global e-commerce era
10.3. Distribution in B2C/B2B sectors

11. Global organisation

11.1. The national/international approach
11.2. Multinational vs global companies
11.3. Profiles for international management



Teaching methods and general organization


3 hours per week divided into:

— 1.5 h for theory content

— 1.5 h for practical exercises (ongoing review of the practical case study chosen by each team)



Official assessment of learning outcomes


— Development of a case study on a particular company. Preparation, submission and public defence of a written report. This activity is carried out in pairs. 60% of the final grade.

— Theory examination: 25% of the final grade.

— Class attendance and participation: 15% of the final grade.

Repeat assessment exam: theory examination, worth 100% of the final grade.


Examination-based assessment

— Development of a case study on a particular company. Preparation and submission of a written report. 50% of the final grade.

— Theory examination: 50% of the final grade.

Repeat assessment exam: final examination, worth 100% of the final grade.



Reading and study resources

Consulteu la disponibilitat a CERCABIB


CATEORA, PR. et al. (2016) International marketing. México: McGraw-Hill Education, 17 th. ed.

Catāleg UB  Enllaç
Catāleg UB. Versiķ en castellā (2014)  Enllaç
Versiķ en línia. Castellā (12a. ed., 2006)  Enllaç

ORTEGA, A.; ESPINOSA, JL. Plan de internacionalización empresarial : manual práctico. Madrid : ESIC, 2015

Catāleg UB  Enllaç