International Marketing (in English) - Summer

GENERAL DESCRIPTION
This course will familiarize students with the characteristics of the 
internationalization process, strategies for entering international markets, the 
process of selecting target international markets, the segmentation and 
positioning process in international markets, and decisions related to the 
standardization and adaptation of the international marketing mix. 
More specifically, the objective of this course is to enable students to 
understand/learn:
1) The concept of international marketing and its role within global markets.
2) The socioeconomic, political, legal, cultural, technological, and competitive 
dimensions of the current international landscape, as well as their potential 
impact on the development of international marketing strategies.
3) The different approaches to the internationalization process, as well as the 
main drivers and barriers to internationalization.
4) The international segmentation and positioning process, and the 
development of international expansion strategies.
5) The main strategies for entering international markets, as well as the 
different factors to consider.
6) The 4 Ps of the international marketing mix (product, price, place, and 
promotion), with particular emphasis on adopting a strategic position 
regarding the standardization or adaptation of international marketing 
strategies.

CONTENTS
Topic 1. Introduction: The globalization of markets and the internationalization of companies.
Topic 2. The concept of international marketing.
Topic 3. The internationalization process.
Topic 4. Market entry strategies.
Topic 5. Key international marketing decisions.
Topic 6. The international marketing mix.

METHODOLOGY
• The methodology is based on the integration of competencies, student engagement 
with the proposed tasks and activities, teamwork, and the sociocultural and practical 
value of the topics analyzed.
• Classes on each specific topic will be organized so that the professor presents 
the theoretical content and links theory with practice through the examination of 
articles or the analysis of specific case studies. The analysis of the articles is 
structured as follows: reading, vocabulary, individual analysis, and class 
discussion.
• Seminars, workshops, case studies, and team work sessions.
• Analysis of academic articles and news related to international marketing 
topics.
• Oral presentations of individual and group work in specific sessions.

EVALUATION
Mandatory attendance (80% of classes)
Grading:
1. Participation and engagement, analysis of articles and essays on current marketing topics, 
additional tasks and homework, other activities: 20%.
2. Teamwork: 30%
3. Exam: 50%
The professor will provide students with slides, notes, and workbooks containing the 
theoretical content, as well as articles and essays on current marketing topics that will be 
analyzed throughout the course. Google Drive will be used to share relevant information with 
students (web links, additional tasks, exams, important deadlines, among others).