|Department||DIREC.Y ECONOMIA DE LA EMPRESA
|General description||This course deals with the international dimension of marketing with particular reference to the aspects derived from|
|Tribunales de Revisión||
|Know and understand the concept of marketing and its main axes.||A6372
|Know and apply marketing functions in an international context.||A6367
|Know and develop an international marketing plan.||A6382
|Understand and apply international marketing strategies.||A6347
|Know and understand specific applications of international marketing in specific sectors.||A6370
|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
5.3. 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
|Methodologies :: Tests|
|Class hours||Hours outside the classroom||Total hours|
|Presentations / expositions||40||40||80|
|Tutorship of group||10||30||40|
|(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.|
|Presentations / expositions|
|Tutorship of group|
|Mixed tests||Theoretical-practical test that evaluates the knowledge and understanding of the subject matter.||It will account for 50% of the mark for the course.|
|The work will be done in groups according to the indications of the professors. They will be exposed in the place, day and time indicated by the professors, within the sessions contemplated for this purpose.
In the written report, the choice of the topic, the application of the contents of the course, the structure, the clarity and correctness of the writing and presentation, the use of references and other sources of information, the quality of the analysis, and the ability to draw conclusions and their practical applicability will be assessed.
On the other hand, in the exposition, the capacity of synthesis, the capacity of oral expression and the quality of the presentation made with the participation of all the members of the group in a limited interval of time will be valued.
|It will represent 20% of the mark for the course (with a weighting depending on class participation and attendance between 0.5 and 1.5).|
|Others||The evaluation of practical contents will be based on the reports corresponding to the work proposed in the classroom and its correction, weighting the grades with the evaluation of the students' participation and attendance to class.||It will represent 30% of the mark for the course (with a weighting depending on class participation and attendance between 0.5 and 1.5)|
|Other comments and second call|
To pass the course it is necessary to pass each of the parts (assignments, group work and written tests) separately. That is to say, it is required to pass (obtaining a minimum of 5 points out of 10).
The above is also valid for the second ordinary exams (including December). In this case, the sections of practices and / or work done in the period of continuous assessment will not be recoverable in the second ordinary call.
In the extraordinary call in December, the evaluation system will consist of an exam on the contents and competences of the course. In order to pass the course it will be necessary to obtain a minimum of 5 points out of 10.
During the development of the tests it will not be allowed to handle any material. The possession and use of mobile and/or electronic devices during the tests is strictly forbidden. The simple possession of such devices as well as notes, books, folders or various unauthorized materials during the evaluation tests, will result in the immediate withdrawal of the exam, expulsion from it and its qualification as failed, communicating the incident to the Academic Authority of the Center to carry out the actions provided in the Guidelines for Action in Cases of Plagiarism, Copying or Fraud in Exams or Evaluation Tests, approved by the Standing Committee of the Governing Council of January 29, 2015.
|Sources of information|
|Access to Recommended Bibliography in the Catalog ULE|
CATEORA, P. y GRAHAM, J. L R, International Marketing, McGraw-Hill., 2020
LLAMAZARES GARCÍA-LOMAS, O, Marketing internacional, Global Marketing, S.L., 2016
CERVIÑO, J. , Marketing internacional. Nuevas perspectivas para un mercado globalizado, Pirámide, 2006
CZINKOTA, M. R. y RONKAINEN, I. A. , Marketing internacional, McGraw-Hill., 2008