International Marketing (in English)

ISA Study Center with Universidad Internacional Menéndez Pelayo-Sevilla

Course Description

  • Course Name

    International Marketing (in English)

  • Host University

    ISA Study Center with Universidad Internacional Menéndez Pelayo-Sevilla

  • Location

    Seville, Spain

  • Area of Study

    International Marketing, International Studies, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

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

    Prerequisite: open to all language levels; taught in English.

    Students: foreing students from the academic program ISA

    Contact hours: 45

    Course Description: This program introduces and enables the student to understand the complex issues involved in commercial operations in international markets. In order to reach this aim, the course will study thoroughly the different dimensions of the international marketing program. Special attention will be paid to the influence of cultural differences. Students will be issued with the relevant material for each unit.

    Learning outcomes: The main goal of this course is to develop a managerial understanding of marketing in an international and cross-cultural context. More specifically, this course will:
    - Study the differences a marketer faces when working at a domestic and international level.
    - Examine marketing theory and practice within the cultural, political, legal, and economic environment.
    - Provide real examples of the practices of Spanish / European companies in contrast with US cases.
    - Acquire the basic knowledge, concepts, tools, and international terminology necessary to understand international problems and issues
    - Develop understanding about what is involved in international marketing
    - Be able to analyze foreign markets to determine their potential
    - Recognize cultural differences in global regions and to be able to analyze these differences. Analyze cross cultural variables and their impact on international marketing
    - Develop strategies and plans for a product launch and market entry in a foreign country. Develop strategic thinking in a global environment and for global competition
    - Know how international marketers develop pricing strategies for goods sold abroad
    - Understand international distribution channels
    - Understand international product life cycle and product adaptation
    - Become more of a global citizen and learn the marketing outcomes of globalization, developing insights into how differences in the global economic, cultural, social, and political environments can affect marketing decisions
    - Identify foreign sources of information
    - Segmenting foreign markets. Understand the basic psychological principles of
    consumer behavior
    - Analyze the challenge for a US firm when marketing abroad
    - Communicate effectively marketing issues in oral presentations and written reports
    - Work effectively as a team member within an international marketing department

    Course Contents:

    1.1. The global marketplace
    1.2. Global marketing: A closer look.
    1.2.1. Scope, challenges and benefits.
    1.2.2. Identifying needs.
    1.2.3. Coordinating marketing activities.
    1.2.4. Analyzing the constraints of the Global Environment.
    1.3. The dynamic environment of international trade within World Economy.

    2.1. The domestic and world economy: the global trade.
    2.2. The ?made in Spain? effect.
    2.3. COO and its impact in international markets.
    2.4. El Corte Inglés.
    2.5. Succeed by knowing your customers / Zara, el éxito de (la) moda.
    2.6. Advertising strategies and its efficiency: Benetton, the power of creativity vs. Zara, succeed by knowing your customers.
    Proposed business case: ¿Te gusta conducir? BMW campaign.

    3.1. Different cultures and different markets.
    3.2. Cross-cultural communication.
    3.3. Values & attitudes at the workplace.
    3.4. Selling styles.
    3.5. Concept of time.
    3.6. International Marketing Research.
    3.6.1. The Needs of International Research.
    3.6.1. International vs. Domestic research.
    3.6.2. How to research across countries. Determining Research Objectives. Researching Foreign Market´s Potentials. Primary vs. Secondary Research.
    Proposed business case: Kellogg?s campaign.

    4.1. Political Risk
    4.2. Macro vs Micro Political Risk
    4.3. Relationship between Political and Economic Risk
    4.4. Conflicts between MNC and Host Governments
    4.5. Strategies used to avoid Political Risk
    4.6. Strategies to manage Expropriations/Confiscation
    4.7. Institutions of International Law

    5.1. International products and services for consumers.
    5.2. International products and services for businesses.
    5.3. Product Standardization vs. Product Adaptation.
    5.4. International Brand Names.
    5.5. International Product Labeling.
    5.6. International Product Packaging.
    5.7. International After Sales Services.
    5.8. International Warranties.

    6.1. Marketing Communication Process.
    6.2. Strategy of international communication.
    6.2.1. Traditional components of the promotional mix.
    6.2.2. Additional components of the promotional mix.
    6.2.3. Integrated Marketing Communications.
    6.3. International Promotional Programs.
    6.4. International Advertising.
    6.5. Selecting International Advertising Agencies.
    6.6. Personal Selling.
    6.7. Public Relations.
    6.8. Sales Promotions.

    7.1. Problems in International Logistics.
    7.2. International Logistics Function.
    7.3. International Shipping Modes.
    7.4. International Shipping Documentation.

    8.1. International pricing strategy.
    8.2. How to price internationally.
    8.3. Compare export prices and domestic prices.
    8.4. Price escalation.
    8.5. Price quotations.
    8.6. Export pricing.
    8.7. Transfer pricing.
    8.8. Dumping.

    4.1. Positioning in prospect?s mind. Facts and examples.
    4.2. The extension of the traditional marketing-mix: people, politics, process or physical evidence.
    4.2. Cooking Up Innovation. The case of El Bulli restaurant.
    4.3. Commercialization of the game of European football.
    Proposed business case: Aquarius campaign.

    10.1 Global marketing: major trends
    10.2 Guerrilla, ambient, stealth, buzz, word of mouth, viral, grassroots, ambush, stunt, product placement, branded content, branded entertainment, advergaming and mapping.
    10.3 Subliminal advertising
    10.4 Living a social (media) life
    10.5 Corporate social responsibility

    Bibliography: Along with selections from primary texts, students will be provided selections from other sources including:

    - AAVV, (2003), Publicidad que funciona, ESIC, Madrid.
    - AAVV. (2008), Trienale Desing Museum, Electa, Milano.
    - Belch, Geroge (2008), Advertising and Promotion: an Integrated Marketing Communications Perspective, McGraw Hill/Irwin, New York.
    - Bergen Van, Jason. 6 Factors that Influence Exchange Rates. July 23, 2010. Retrieved August 23, 2012 from:
    - Cateora, Philip (2008), International Marketing, Tata Mgraw Hill.
    - Center for Management Research. Global Business Environment. ICMR 2004. 44-52.
    - Curry, Jeffrey, Edmund. A Short Course in International Marketing. Novato, CA, USA: World Trade Press, 1999. ebray. p. 64-79. Web. Retrieved August 23, 2012 from:
    - Friedman, Thomas (2000), The Lexus and the Olive Tree: Understanding Globalization, Anchor Books.
    - Graham, Jeffrey and R. Barry Spaulding. Understanding Foreign Direct Investment. City Bank International Business Portal. 2004. Retrieved August 23, 2012 from
    - Heakal, Reem. An Introduction to the International Monetary Fund (IMF). April 10, 2010. Retrieved August 23, 2012 from:
    - Heakal, Reem. What is the Balance of Payments?. November 28, 2009. Retrieved August 23, 2012 from:
    - Himpe, Tom (2006), Advertising is dead. Long live advertising!, Thames & Hudson, London.
    - Phatak V, Arvind. International Dimensions of Management. 4th edition. South-Western College Publishing, 1995. 82-113. Print
    - Rao, P. Subba. International Business Environment. Mumbai, IND: Global Media 2010. ebrary. p. 40-53. Web. Retrieved August 23, 2012.
    - Rosen, Emanuel (2001), Márketing de boca en boca, Vergara Business, Buenos Aires.
    - Rivera, Jaime (2004), Marketing y Publicidad Subliminal, ESIC, Madrid.
    - Soret, Ignacio, (2002), Historias fabulosas del Marketing, ESIC, Madrid.
    - Subhash, Jain, (2001), International Marketing Cases, South-Western, Ohio.
    - The Economist. Democracy in America. Inequality. How much equality would you like? August 14, 2012. New York. Retrieved August 25, 2012 from: Web.
    - The Economist. Demography. A New Science of Population. The Digressions of People Power. May 19, 2012. From the print edition. Retrieved August 25, 2012 from:
    - Trent, Robert; Roberts, Llewellyn. Managing Global Supply Chain and Risk: Best Practices, Concepts, and Strategies. Ft. Lauderdale, FL, USA: J. Ross Publishing Inc. , 2009. ebrary. p. 52-59. Web. Retrieved on August 24, 2012 from:
    - Terpstra, Vern, (2000), International Marketing. 8th Edition. The Dryden Press.
    - The Center of Chartered Financial Analysis of India. International Business and Marketing. March 2005. 191-201. Print
    - Trout, Jack, (1993), Las 22 Leyes Inmutables del Marketing, McGraw Hill.
    - Usunier, Jean Claude (2000), Marketing Across Cultures, Financial Times, Harlow.
    - Vives, Albert (2005), ¡Maldita Publicidad!¸ Peninsula, Barcelona.

    Course Evaluation:

    20% Tasks and attendance
    40% Final exam
    30% Projects
    10% Subjective evaluation

    Final letter grades will be assigned using the following scale, expressed in terms of the percentage of total possible points earned:

    10 = Matrícula de honor
    9 ? 9,9 = Sobresaliente
    7 ? 8,9 = Notable
    5 ? 6,9 = Aprobado
    0 ? 4,9 = Suspenso
    Attending the course but not taking the exams = No presentado
    Missing class more than permitted = No asistencia

    Instructional Format:
    Course work is comprised of in-class lectures and discussions, group exercises, student exposés, outside readings, independent group and individual onsite study, and a research project.
    You will also actively participate in the learning process of this course, sharing your research and readings with other students through individual and group presentations that will make up much of each session. Your class discussions will find inspiration not only from class readings but from current developments in the business world and which are related to international political and financial events. You are encouraged to bring to class any topic that catches your attention or sparks your curiosity throughout the term and propose it for to the instructor for discussion. Your initiative here will be factored into your class participation.

    In order to facilitate participation in classroom instruction, students will be required to carefully read assigned selections and complete given activities.

    Final exam:
    The final exam is comprised of questions and exercises that test your abilities in three important areas of competency: the amount of information you master; the accuracy of the information you present; and the significance you ascribe to the facts and ideas you have integrated across your study in this course. The tests shall be completed in class within the two-hour time period. Exam dates are given to students at the beginning of the course and are to be respected.

    Projects: All students in groups of 2 will be responsible for choosing a country in the world (Except the USA) and will have to create a marketing plan for a product or service of their choice. This information will be presented in class.

    Class Attendance: class attendance is obligatory, it is checked every class day and it is reflected in the course attendance sheet that is sent to the University.
    An 85% of attendance is required for the successful completion of the course. Not missing any class will be considered positively.
    If a student exceeds this limit, the grade in the transcript for this subject could appear as ?not attended course?.

    Class Participation:
    When determining your class participation grades, traditional criteria such as material preparation, completed reading before class, and collaborative group work are all evaluated. But it is the active, meaningful and informed verbal and written contribution that you make that is most important to your overall participation grade. Attendance and punctuality are expected, laxity in these areas will certainly have a negative effect on your grade.

    Justified absences: Medical Certificates: certificates will be considered only if issued by a physician (not notes from the family explaining the student absence). The certificates must include the exact dates for which a student should be excused for having missed classes.

    English expression
    The students should express themselves -both orally and in writing- in good formal English. Particularly in the written partials and quizzes, as well as the presentations, good academic writing is essential. Bad, sloppy academic writing (misspellings, deficient syntax, etc.) will be penalized.

    Auditors: Courses cannot be taken as auditors, thus attendance is possible only for students enrolled in a specific class.

    Tardiness: It is expected that students arrive to class on time and that they return directly to class after any given break. Arriving 10 minutes late (or more) and/or early class departures are considered unexcused absences and will be taken into account as half absence.

    Class Protocol: Students are required to be involved in class activities. They are expected to show their preparation by participating in discussions, by asking relevant questions, being critical and analytical with the contents presented in class as well as by sharing their ideas and opinions. In class the student is required to maintain a polite demeanour always and under every circumstance. Students are asked not to eat in class and to put their cell phones on silence. With the exception being for class presentations, laptops are not to be used in class.

    Special Accommodations: Students with special needs who require reasonable modifications, special assistance or accommodations in this course (either for properly following-up classes, to take exams, etc.) should direct their request to Academic Coordination during the first week of the course.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

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.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations