Learning objectives

Referring to knowledge This course provides a practical overview of key marketing concepts. It is intended to provide students with the knowledge and skills to define a marketing strategy. To that end, it focuses on the main concepts, theories, strategies and risks underlying marketing. The main objectives are to ensure students: — Develop hands-on knowledge of strategic marketing including planning, implementation and control of marketing programmes. — Gain an understanding of the issues affecting marketing activities including economic, social/cultural and political/legal environments. — Are able to identify and assess marketing opportunities in the market. — Gain experience in developing marketing strategies. — Understand the process of implementing marketing strategies and adapting marketing activities to specific market needs.

 

 

Teaching blocks

 

1. Fundamental principles of marketing

2. Consumer behaviour

3. Marketing research

4. Segmentation and positioning

5. Product, price, distribution and communication

6. Digital marketing

7. Neuromarketing

*  Analyse the impact of neuroscience on traditional marketing practices

8. Sales Budget + Treasury + P&L: What an International Sales Manager needs to know about each area

*  An International Sales Manager needs to have a basic understanding of key financial topics within the company. The course introduces the minimum financial concepts necessary for effectively performing in this position.

9. Communication

*  An International Sales Manager interacts with many people, delivers numerous presentations, and speaks at events: What are the best practices for effective communication in these contexts?

10. IT Tools for the International Sales Manager

*  This position requires proficiency with IT tools such as ERP, CRM, HR software, and databases. The course covers these tools and provides practical guidance on their use.

 

 

Teaching methods and general organization

 

The course is structured around theoretical lectures, practical exercises, case studies and tests. Students are expected to complement the theoretical content with required reading and other sources. Some case study analyses are carried out in sessions held in smaller groups, scheduled on alternate weeks (approx. 10 hours in total, with half of the class attending each session). Class exercises are not always announced in advance.

 

 

Official assessment of learning outcomes

 

Continuous assessment consists of the following: — Development of a case study: creation and presentation of a real case study. This is a group activity and includes several partial submissions or assignments. All group members are graded collectively for the written report, while presentation marks are awarded individually and may differ among members. This is worth 40% of the final grade. — Final examination: worth 60% of the final grade. The exam consists of open-answer and multiple-choice questions. There is a penalty of -0.25 points for each incorrect answer on the multiple-choice test. Students who do not wish to follow the continuous assessment procedure are not required to inform the lecturer in advance and may opt out up to the last day of class. Repeat assessment The grade for repeat assessment does not take into account any marks awarded as part of the continuous mode of assessment. The exam consists of open-answer and multiple-choice questions. There is a penalty of -0.25 points for each incorrect answer on the multiple-choice test.   Examination-based assessment Single assessment consists of the following: — Examination on the official date: worth 100% of the final grade. The exam consists of short open-answer and multiple-choice questions. There is a penalty of -0.5 points for each incorrect answer on the multiple-choice test. Repeat assessment This option is available to all students. The exam consists of open-answer and multiple-choice questions.

Reading and study resources

Check availability in Cercabib

Book

KOTABE, Masaaki; HELSEN, Kristiaan. Global Marketing Management. 4th ed. New York: John Wiley & Sons, 2008

Catàleg UB  
Catàleg UB. Versió en castellà (2001)  

ALBAUM, Gerald S., DUERR, Edwin. International marketing and export management. 7th ed. Harlow: Financial Times Prentice Hall, 2011

Catàleg UB  

CZINKOTA, Michael R., RONKAINEN, Ilkka A., MOFFETT, Michael H. International business: update 2003. Australia: Thomson-South Western, 2003

Catàleg UB  

ELLIS, John; WILLIAMS, David. International business strategy. London: Pitman, 1995

Catàleg UB  

GUILTIAN, Joseph P.,PAUL, Gordon W. Marketing management : strategies and programs. 4th ed. New York: McGraw-Hill, 1991

Catàleg UB  

JEANNET, Jean-Pierre; HENNESSEY, Hubert David. Global marketing strategies. Boston: Houghton Mifflin Co., 2004

Catàleg UB  

KEEGAN, Warren J., SCHLEGELMILCH, Bodo B. Global marketing management: a European perspective. Harlow: Financial Times-Prentice Hall, 2001

Catàleg UB  

KOTLER, Philip; KELLER, Kevin Lane. Marketing Management. 14th ed. Boston: Pearson Education, 2012

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MORRISON, Terri; CONAWAY, Wayne A.,BORDEN, George A. Kiss, bow, or shake hands: how to do business in sixty countries. Avon: Adams Media,1994

Catàleg UB  

MORRISON, Terri; CONAWAY, Wayne A., DOURESS, Joseph J. Dun & Bradstreet’s guide to doing business around the world. Paramus, N.J.: Prentice Hall, 2001

Catàleg UB