Download BASIC DETAILS: PRESENTATION: The course tends to introduce

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INTERNACIONALIZACIÓN I. MARKETING
INTERNACIONAL
BASIC DETAILS:
Subject:
Id.:
Programme:
Module:
Subject type:
Year:
Credits:
Classroom activities:
Main teaching language:
Lecturer:
INTERNACIONALIZACIÓN I. MARKETING INTERNACIONAL
30590
GRADUADO EN ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS (BOE 26/11/2010)
INTERNACIONALIZACIÓN
OPTATIVA
3
Teaching period:
Primer Cuatrimestre
6
Total hours:
150
60
Individual study:
90
Secondary teaching
Inglés
language:
FERRERO MUÑOZ,
Email:
[email protected]
VICENTE (T)
PRESENTATION:
The course tends to introduce students to an international perspective on the marketer tasks.
Beginning with a general vision of how changes the face of international business and the importance
of the self-reference criterion (SRC) in international marketing. In addition, we will see issues reflecting
the political and economic trade policies that affect how international business is conducted. The
Subject also provide a set of conceptual and analytical tools that would prepare students to
successfully apply the four Ps to international markets. Finally, Global marketing may also take the
form of a diversification strategy in which a company creates new products or services and introduces
them into new geographical markets.
In summary, as Keegan explain, a fundamental task in global marketing is learning to recognize the
extent to which marketing plans can extend worldwide, as well as the extent to which they must adapt.
PROFESSIONAL COMPETENCES ACQUIRED IN THE SUBJECT:
General
programme
competences
G01
G02
G05
G07
G08
G10
G11
G16
Specific
programme
competences
E02
E04
E13
E15
Learning
outcomes
R1
R2
R3
Ability to analyse and summarise information from several sources.
Creative and efficient resolution of problems that arise in day-to-day, in order to ensure the
highest levels of quality of professional work.
Ability to work effectively in interdisciplinary teams, integrating and participating in scientific
and professional teamwork, contributing ideas and respecting and valuing the diversity of
views of other team members.
Ability to work in an international context and innovate and adopt new approaches used in
other national contexts.
Oral and written communication in Spanish.
Ability to apply the acquired knowledge, adapting it to the needs and special features of each
situation and person.
Ability to come up with new ideas (creativity).
Ability to assimilate concepts of a social and humanistic nature into a comprehensive
university education to enable the development of ethical values such as solidarity,
multiculturalism, equality, commitment, respect, diversity, integrity, etc.
Know and understand the local, national and international socio-economic context in which the
companies operate and be able to interpret its impact on them.
Ability to identify related variables and understand their impact on business organisations.
Know the decision making processes in terms of policy and business strategy.
Propose, plan and lead business innovation projects that ensure the competitiveness of the
company.
Design and evaluate the optimal marketing-mix strategies in international environments.
Know the main information systems and ways of penetrating international markets.
Analyse and understand the environment that a company faces in its internationalisation
process
PRE-REQUISITES:
Basic knowledge of marketing strategies and market analysis.
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SUBJECT PROGRAMME:
Observations:
The subject is divided into 4 sections and a conclusion.
1. An introduction to provide an overview of the particularities of working in an international environment
2. The second goes on to focus on the different aspects, such as cultural, geographical, historical, etc.
3. The third part begins with market research and it´ll be based on a study of the main economic areas by groups in
class
4. The following is the analysis of the classic 4 Ps: product, place, promotion and price.
5. It concludes with some comments on international negotiation
Subject contents:
1 - An Overview
1.1 - The Scope and Challenge of International Marketing
1.2 - The Dynamic Environment of International Trade
2 - The Cultural Environment of Global Markets
2.1 - History and Geography: The Foundations of Culture
2.2 - Cultural Dynamics in Assessing Global Markets
2.3 - Culture, Management Style, and Business Systems
2.4 - The Political Environment: A Critical Concern
2.5 - The International Legal Environment: Playing by the Rules
3 - Assessing Global Market Opportunities
3.1 - Developing a Global Vision through Marketing Research
3.2 - Economic Development and the Americas
3.3 - Europe, Africa, and the Middle East
3.4 - The Asia Pacific Region
4 - Developing Global Marketing Strategies
4.1 - Global Marketing Management: Planning and Organization
4.2 - Products and Services for Consumers
4.4 - International Marketing Channels
4.5 - Integrated Marketing Communications and International Advertising
4.7 - Pricing for International Markets
5 - Implementing Global Marketing Strategies
5.1 - Negotiating with International Customers, Partners, and Regulators
Subject planning could be modified due unforeseen circumstances (group performance, availability of
resources, changes to academic calendar etc.) and should not, therefore, be considered to be
definitive.
TEACHING AND LEARNING METHODOLOGIES AND ACTIVITIES:
Teaching and learning methodologies and activities applied:
1.
Readings and Individual work
During the course there will be several activities to be developed individually. Some will be articles to
comment, or a case or reading. Some will be presented in class and other readings require a written
work
2.
Case studies and Teamwork
These cases are based on real-life situations, based upon data and research. They require students
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working in groups to isolate and think through the key issues involved against both theory and the
larger comparative environment. The scope is to identify appropriate strategies for the resolution of the
'case', weigh the pros and cons of the remedial options/ strategies and recommend and present a
rationale with the results of the analysis..
3. Group Coursework (BusinessLab ADE USJ)
The purpose of the Business Lab is to introduce students, from day one of their time in ADE, to the real
world of business by working on identifying issues, creating solutions, developing contingency plans
and applying their solutions to these real problems of working businesses.
These activities will have the ultimate purpose of developing students´ social and technical skills, their
performance and providing them with a competitive advantage when faced with the labour market.
The activities will be very varied and will range from case work, visiting companies to attending
seminars and helping to provide solutions to real business problems. Students will have to attend a
number of pre-planned activities that will be developed through the course year. Attendance will be
required of all students in all activities planned for them and follow up, as well as grading of the
activities will be done by the students tutor, teacher and the Company representative they will work for.
The grading will correspond to a 15% of the mark of the subjects assessed.
Failure to attend all of these activities will carry a penalisation determined by the tutor and/ or teacher
and reflected in the final mark.
4.
Presentation Economic Areas
The workshop aims to develop a presentation by groups using the material delivered or any other that
the group decides. Could be followed the order of ppt delivered or choose another that fits better, as
well as use the ppt itself or change it. The goal is to make a statement of how affects the fact of being
working in a geographical area or in another to the marketer. Final analysis must be presented in class.
5.
Written exams
There will be one midterm exam and another final at the end of the semester.
Student work load:
Teaching mode
Classroom activities
Individual study
Teaching methods
Master classes
Other theory activities
Practical exercises
Practical work, exercises, problem-solving etc.
Coursework presentations
Films, videos, documentaries etc.
Assessment activities
Tutorials
Individual study
Individual coursework preparation
Group cousework preparation
Project work
Research work
Compulsory reading
Recommended reading
Estimated
hours
24
8
6
4
8
2
8
2
21
12
17
13
10
10
5
Total hours: 150
ASSESSMENT SCHEME:
Calculation of final mark:
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Teamwork: 15
Individual work: 10
Presentation Economic Areas : 15
Group coursework (BusinessLab ADE
15
USJ):
Midterm Exam: 10
Final Exam: 35
TOTAL 100
%
%
%
%
%
%
%
*Las observaciones específicas sobre el sistema de evaluación serán comunicadas por escrito a los
alumnos al inicio de la materia.
BIBLIOGRAPHY AND DOCUMENTATION:
Basic bibliography:
CATEORA, Philip R; GILLY, Mary C; GRAHAM,John L; International Marketing, 16th. ed., New York, McGraw-Hill Irwin,
2013.
Recommended bibliography:
KEEGAN, Warren J., Global Marketing Management, 8/E, New Jersey, Pearson Prentice Hall, 2013
CERVIÑO, Julio, Marketing internacional. Nuevas perspectivas para un mundo globalizado, Editorial Pirámide, 2006.
LLAMAZARES, Olegario, Cómo negociar con éxito en 50 países, Madrid, Global Strategies S.L., 2006.
KOTLER, Philip; KELLER, Kevin, Marketing Management, 14th ed., New Jersey, Prentice Hall, 2011.
STOKES, Rob, eMarketing: The essential guide to marketing in a digital world, 5th ed, Quirk eMarketing (Pty) Ltd., 2014
Recommended websites:
UNESCO
http://www.unesco.org
Organization for Economic
Cooperation and Development
(OECD)
http://www.oecd.org
International Marketing Data and
Statistics
http://www.euromonitor.com
World Development Report.
http://www.worldbank.org
Europa Yearbook
http://www.europa.eu.int
The World Factbook
http://www.cia.gov/cia/publications/factbook/
Cultural Information by Country
http://www.GlobalNegotiationResources.com
Intercultural Press, Inc
http://www.interculturalpress.com
Culturegrams
http:// www.culturegrams.com
International Business Center
http://www.international-business-center.com
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