Learning objectives

Referring to knowledge — Understand the basic concepts of international marketing. — Understand the implications of an international marketing plan and its variables. — Understand different international markets and cultures and their implications for international businesses.

 

 

Teaching blocks

 

1. Introduction to international marketing

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1.1. Competing on a global basis

1.2. Major decisions in international marketing

2. Deciding whether to go international

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2.1. Reasons for going international

2.2. Growth alternatives

2.3. Key elements in an international marketing plan

2.4. The “nine strategic windows” model

2.5. The final decision

2.6. Assessment and development of international competitiveness

3. Deciding which markets to enter

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3.1. Introduction

3.2. Global marketing research

3.3. The political and economic environment

3.4. The sociocultural environment

3.5. The international market selection process

4. Deciding how to enter the market

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4.1. Introduction

4.2. Export modes

4.3. Intermediate entry modes

4.4. Hierarchical modes

4.5. International sourcing decisions

5. Deciding on the marketing plan (marketing strategy and mix)

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5.1. Introduction

5.2. Objectives, microsegmentation, targeting and positioning

5.3. Product

5.4. Branding strategies

5.5. Price

5.6. Communication

5.7. Distribution

6. Implementing and coordinating a global marketing plan

 

 

Teaching methods and general organization

 

The course combines theoretical and practical sessions.

 

 

Official assessment of learning outcomes

 

Continuous assessment includes the following activities: — Classwork activities: individual tasks worth 5% of the final grade. — INNDOC project: flipped-classroom and team-based learning activities, individually and in groups, worth 10% of the final grade. — Completion of a Global Case Study: creation and presentation of a real case study. This is a four-member group activity. All the members of the group are assessed collectively on the written report, but the oral presentation receives an independent grade and can be different for each member. This is worth 30% of the final grade. — Mid-term exam: worth 10% of the final grade. — Final examination: worth 45% of the final grade. It is understood that students who fail to submit the various sections of the Global Case Study on time are automatically eliminated from the continuous assessment procedure and are graded according to the mark obtained on the final exam only. Minimum grades of 4 on both the final exam and in the Global Case Study are needed to be evaluated by the continuous mode of assessment. Repeat assessment The grade for repeat assessment does not take into consideration any of the marks obtained in the continuous mode of assessment. The exam consists of multiple-choice questions and may include some short open-answer questions.   Examination-based assessment The single assessment procedure includes the following activity: — Examination to be sat on the official date: worth 100% of the final grade. Repeat assessment This option is available to all students. The exam consists of multiple-choice questions and may include some short open-answer questions.

Reading and study resources

Check availability in Cercabib

Book

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

Catàleg UB  

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

Catàleg UB  

KOTABE, Masaaki., HELSEN, Kristiaan.  International marketing : international student version. 6th ed. Singapore : Wiley , 2015

Catàleg UB  

KOTLER, Philip;  KELLER, Kevin Lane. Marketing management. 15th ed. Boston : Pearson Education, 2016

Catàleg UB  

Operativa y práctica del comercio exterior : curso básico. Escuela de Organización Industrial (EOI),  [bajo la supervisión de Olegario Llamazares García-Lomas]. 2a ed. Madrid : ICEX : Consejo Superior de Cámaras de Comercio, Industria y Navegación de España, 2005

Catàleg UB  

HOLLENSEN Svend Global marketing 8th edition 2020 Ed Pearson Education

Catàleg UB  

CATEORA, GRAHAM, GILLY International Marketing 17th edition 2015 Ed. Mc Graw Hill

Catàleg UB  

Solberg, C. A., & Huse, H. (2024). Strategic international marketing: Strategy development and implementation (Second edition). Routledge.

Versió en línia (2024)