Educational guide
IDENTIFYING DATA							2020_21
Subject	INTERNATIONAL MARKETING					Code	00512013
Study programme	0512 - GRADO EN COMERCIO INTERNACIONAL
Descriptors	Credit.	Type	Year	Period
	6	Compulsory	Second	First
Language	Castellano
Prerequisites
Department	DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador	GUTIÉRREZ RODRÍGUEZ , PABLO				E-mail	pgutr@unileon.es jlplag@unileon.es
Lecturers	GUTIÉRREZ RODRÍGUEZ , PABLO PLACER GALÁN , JOSÉ LUIS
Web	http://
General description
Tribunales de Revisión	Tribunal titular Cargo Departamento Profesor Presidente DIREC.Y ECONOMIA DE LA EMPRESA SULE ALONSO , MARIA ARANZAZU Secretario DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO Vocal DIREC.Y ECONOMIA DE LA EMPRESA VAZQUEZ BURGUETE , JOSE LUIS Tribunal suplente Cargo Departamento Profesor Presidente DIREC.Y ECONOMIA DE LA EMPRESA CERVANTES BLANCO , MIGUEL FRANCISCO Secretario DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA Vocal DIREC.Y ECONOMIA DE LA EMPRESA RODRIGUEZ SANTOS , MARIA DEL CARMEN

Competencias

Code
A6347
A6367
A6370
A6372
A6382
B787
B788
C2

Learning aims

	Competences
	A6372	B787	C2
	A6367	B787	C2
	A6382	B788	C2
	A6347	B788	C2
	A6370	B787	C2

Contents

Topic	Sub-topic
Marketing and international marketing research	1. International Marketing 1.1. The International Marketing: concept and scope. 1.2. The internationalization process of the company. 1.3. Driving factors of the internationalization. 1.4. International Marketing Strategies. 2. International Analysis of the enviroment 2.1. The international macroenvironment. 2.2. The international competition. 2.3. Analysis of the microenvironment 3. International Marketing Research and selection of foreign markets 3.1. Stages of the marketing research 3.2. Selection of target markets 3.3. Sources of information
Foreign market entry modes	4. Foreign market entry modes 4.1. Indirect exports 4.2. Direct exports 4.3. The concerted export 5. Other Foreign market entry modes 5.1. Contract manufactoring 5.2. Licensing 5.3. Direct Investment 5.4. Selection of foreign market entry modes
International marketing-mix	6. Product in foreign market 6.1. Product characteristics management. 6.2. The preparation of the offer: standardization-adaptation 6.3. product Image and country image 7. Management of the international Brand 7.1. Adjustment of brand names 7.2. criteria and procedures to nominate brands 7.3 International corporate image 7.4. Mistakes in the management of international brands 8. Communication in international marketing 8.1. Instruments of international communication 8.2. Mass media in foreign markets 8.3. Advertising: standardization versus adaptation 8.4. The trade fairs 9. Management of the international distribution 9.1. Trends in the international distribution 9.2. The design of the distribution channel 9.3. Selection of international distributors 9.4. Management and control of the distribution channel 9.5. The logistic 10. The Price in international markets 10.1. Determinants of the price 10.2. Costs considered in the fixation of the price 10.3. Strategies and technologies of price fixing

Planning

Methodologies  ::  Tests
	Class hours	Hours outside the classroom	Total hours
	40	40	80
	10	30	40
	0	20	20
Lecture	0	0	0
Mixed tests	6	0	6
	4	0	4
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies

Methodologies   ::  

	Description
Lecture

Personalized attention

Description

Assessment

	Description	Qualification
Mixed tests		Supondrá el 50% de la calificación de la asignatura
		Supondrá el 20% de la calificación de la asignatura (con una ponderación en función de la participación y asistencia a clase entre 0,5 y 1,5)
Other comments and second call

ADDENDUM

Contingency plan due to COVID-19 emergency conditions that prevents from presence based teaching

COVID-19 Teaching Guide Addendum Access Link

Sources of information

Access to Recommended Bibliography in the Catalog ULE

Basic	CATEORA, P. y GRAHAM, J. L R, International Marketing, McGraw-Hill., 2016 LLAMAZARES GARCÍA-LOMAS, O, Marketing internacional, Global Marketing, S.L., 2016 CERVIÑO, J. , Marketing internacional. Nuevas perspectivas para un mercado globalizado, Pirámide, 2006
Complementary	CZINKOTA, M. R. y RONKAINEN, I. A. , Marketing internacional, McGraw-Hill., 2008

Recommendations