International Marketing

Universidad de Salamanca

Course Description

  • Course Name

    International Marketing

  • Host University

    Universidad de Salamanca

  • Location

    Salamanca, Spain

  • Area of Study

    Advertising, Business, Communication, International Business, International Marketing, International Studies, Marketing, Media Studies

  • Language Level

    Taught In English

    Hours & Credits

  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    INTRODUCTION
    This course is addressed to the students who want to know the characteristics of
    international marketing. Companies today have the challenge to adapt their products to
    different countries with their special requirements and customs. Marketing specialist
    must be prepared to deal with these differences and to generate strategies according to
    the special situation of each country.

    Fundamentals of International Marketing are studied in this course. Students will learn
    from marketing theory, but also from different cases and examples that illustrate the
    actual situation of the international companies.

    OBJECTIVES
    The major objective of this course is to provide a broad overview of international
    marketing and to examine international marketing strategy. The emphasis is on
    practical international marketing and the course has several hands on projects.

    The main objectives of the course are:
    ? To provide an understanding of the elements that makes up the international environment.
    ? To examine the development of an international marketing strategy.
    ? To provide practical information on how to expand into international markets.

    SYLLABUS
    1. International marketing: an overview
    ? Globalization of Markets. Definition of International Marketing. What is the difference between marketing domestically and internationally? The International Marketing environment. Stages of International Marketing Involvement.

    2. The Dynamic Environment of International Trade
    ? Balance of payment, Balance of trade, protectionism

    3. The cultural environment

    4. The Political and legal Environment

    5. The international marketing research

    6. The International Planning & Organization Process
    ? Analysis, adapting the marketing mix, developing the plan, implementation and control

    7 . Product strategies
    ? Products and Services for Consumers. Products & Services for Businesses. Adaptation.

    8. Distributions strategies
    ? International Marketing Channels.

    9. Promotion strategies
    ? Integrated Marketing Communications

    10. Sales strategies
    ? Personal Selling and Sales Management

    11. Price strategies
    ? Pricing for International Markets

    12. Negotiating with International Customers, Partners and Regulators

    BIBLIOGRAPHY
    Cateora, Philip, International Marketing. McGraw-Hill.

    EVALUATION PROCEDURE
    Course evaluation will be based on the following:
    Class participation, homework 40%
    First exam 20%
    Final exam 40%
    Total 100%

    Additionally, at the end of the course, an attendance certificate will be issued upon a
    minimum attendance of 90% of the sessions.

Course Disclaimer

Courses and course hours of instruction are subject to change.