Universidad de Deusto - Bilbao
Area of Study
Business, International Business, International Marketing, Marketing
Taught In English
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
Nowadays, companies need to take their decisions in a changing and complex environment. Among a galaxy of changes, consumers alter their purchase and shopping habits (due to an increasing number of potential choices regarding what and where to buy), national markets become smaller, leading to globalisation, technological improvements reduce time and distance, distribution evolves, brands multiply, media becomes more and more fragmented and increases its power, at a time when the importance of different stakeholders is growing.
Under these circumstances, the key challenge companies have to face is acquiring and nourishing profitable relationships with their customers. Organizations with a strong marketing orientation and a clear brand strategy are the strongest competitors in the market and are typically the leaders in their sector. Effective marketing management is an increasingly key ingredient in corporate success.
This course is an introduction to the theory and application of marketing in a global marketplace. Marketing topics covered include marketing research, marketing strategies, marketing policies (product development, pricing, channels and communication) among others.
Furthermore, the last part of the course will be dedicated to a critical view of marketing and the way global companies have been acting during the last century and a half in our planet and the consequences for the future.
? To identify and comprehend change factors as well as the skills required to turn market changes into business opportunities
? To develop the student's understanding of the Marketing concept.
? To develop the student's understanding of marketing segmentation, targetting and positioning
? To appreciate the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within the marketing domain (marketing management, marketing research, product planning, distribution channels, pricing and promotion)
? To understand the role of marketing in a global economy and its implications for the organizations.
? To develop and understand communications and new technology tools and strengthen their ability to influence market performance.
? To give the students the chance to understand global economy nowadays and the impact, both positive and negative, it has in our lives. Furthermore, students will be given the chance to analyse the theories of authors with critical views on global companies and the impact they have on both people and the planet.
PART I: INTRODUCTION
Chapter 1: Introduction to Global Marketing
PART II: GLOBAL ENVIRONMENT
Chapter 2: The Global Economic Environment
Chapter 3: Regional Market Characteristics and commercial environment
Chapter 4: Social and Cultural Environments
Chapter 5: The Political, Legal, and Regulatory Environments
PART III: GLOBAL STRATEGY
Chapter 7: Segmentation, Targetting, and Positioning
Chapter 8: Competitive Advantage
Chapter 9: Importing, Exporting, and Sourcing
Chapter 10: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
PART IV: GLOBAL TACTICS
Chapter 11: Brand and Product Decisions
Chapter 12: Pricing Decisions
Chapter 13: Global Marketing Channels and Physical Distribution
Chapter 14: Global Marketing Communications Decisions
Chapter 15: A digital world
PART V: A CRITICAL VIEW ON MARKETING AND GLOBAL COMPANIES
Chapter 16: A different view and perspectives on global marketing
The course combines presentations, cases, discussions, films and readings to provide a mix of integrating concepts and hands-on problem solving. The methodology is dynamic and innovative: an open forum in which each participant plays an active role. Students will be exposed to real-life business experiences, experimentation, case study development and discussions.
Students are expected to actively participate in the classes, and to write essays to be assigned throughout the course. Only through this participation the experience will truly be a learning experience. Students will also be expected to take their learning well beyond memorization and preparation for exams. They will only reach their target through a process -one that is created and enhanced through deep observation and discussions.
All this, together with the final exam, will determine the students? final grade.
The final grade will be calculated according to the following percentages:
? Assignments and essays: 30%
? Oral presentations: 10%
? Participation: 10%
? Midterm exam: 20%
? Final exam: 30 %
- Classical Theory:
KEEGAN, W. J. & GREEN, M. (2003): Global marketing. Prentice Hall. New Jersey. 3rd edition.
KOTLER, P. & ARMSTRONG, G. (2006): Principles of marketing. Prentice Hall. London. 11th edition.
- Critical Theory:
CHOMSKY, N., Manufacturing Consent: The Political Economy of the Mass Media (with Edward Herman), Ed. Pantheon Books, New York, 1988.
HAWKEN, P., The Ecology of Commerce, Ed. Harper Collins, New York, 1.993.
KLEIN, N., No Logo: No Space, No choice, No Jobs, Ed. Harper Collins, Londres, 2.001.
- Classical Theory:
KOTLER, P., El Arte de Construir Marcas, Trend Management, Santiago de Chile, Chile, 1.996.
RIES, A., Las leyes vencedoras del Marketing, Trend Management, Santiago de Chile, Chile, 1.996.
- Critical Theory:
ACHBAR, M. y ABBOTT, J. (Dir.), The Corporation, Big Picture Media Corporation, 2.004.
ACHBAR, M. Y WINTONICK, P. (Dir.), Manufacturing Consent. Noam Chomsky and the Media, Humanist Broadcasting Foundation, Hilversum, Netherlands, 1.992.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.