Course Description
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Course Name
International Marketing (in English)
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Host University
Universidad Pablo de Olavide
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Location
Seville, Spain
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Area of Study
Marketing, Peace and Conflict Studies
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Language Level
Taught In English
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Course Level Recommendations
Upper
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.
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ECTS Credits
6 -
Recommended U.S. Semester Credits3
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Recommended U.S. Quarter Units4
Hours & Credits
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Overview
Course Description
This course is an introduction to international marketing. Topics include analytical techniques used in international market research, determining prices and distribution channels in an international context, marketing across linguistic and cultural borders. This course will be taught both online and on-site (except for those few who will follow this whole course online).
Course Goals and Methodology
The main objectives of the course are to enable you to understand in some depth:
1. The complexity of global marketing environment in which multinational enterprises operate.
2. The theoretical framework of international marketing.
3. The international dimensions of marketing.
4. The importance of international marketing.
The means to attain these objectives include a thorough study of class notes, slides, case analysis, and in-class small group discussions.Learning Objectives
Through this course, students will:
-Develop understanding about what is involved in making international marketing decisions, including product, price, promotion, and place decisions to create a marketing plan.
-Evaluate different cultural, political, and legal environments influencing international trade.
-Develop creative international market entry strategies.
-Communicate effectively about marketing issues in group discussions, oral presentations and written reports.
-Discover sources of information for searching and evaluating international market.Course Requirements and Grading
Your final grade will be calculated as follows:
• Mid-term Exam 20% (between, October 16-26)
• Final Project 30% (between, Nov 30-Dec 12)
• Final Exam 25% (between, December 14-19)
• Quizzes 10%
• (*) Class Participation & Articles 15%
Course Contents
UNIT I: UNDERSTANDING MARKETING AND INTERNATIONAL MARKETING• Domestic Marketing
• International Marketing
• Why International Marketing
• Core Marketing concepts
UNIT II: INTERNATIONAL MARKETING ENVIRONMENT
• The Cultural Environment
• The Economic Environment
• The Political and Legal Environment
UNIT III: STRATEGIC PLANNING AND ANALYZING OPPORTUNITIES
• Strategic marketing process: planning, implementation and control phases.
• International market expansion: Phases
• Strategic options for international Expansion
• Market Entry Method Options
UNIT IV: IDENTIFYING MARKET SEGMENTS AND SELECTING TARGET MARKETS
• International Marketing Research
• International Segmentation
• Differentiation and Positioning in international markets.
UNIT V: CROSS-CULTURAL CONSUMER BEHAVIOR
• Culture and Consumer Behaviour
• The influence of culture on certain aspects of behaviour
• The global convergence of consumption patterns
• Mixed local/global consumer behaviour
UNIT VI: INTERNATIONAL MARKETING MIX
• International Product: Standardization vs Adaptation
• International Pricing
• International Promotion
• International Distribution management
Required Texts
Basic Course Bibliography
- Cateora, P.R., Gilly, M.C., & Graham, J.L (2016). International Marketing, 17th Edition
- Usunier, J.C. & Lee, J.A. (2013). Marketing Across Cultures. 6th edition. Prentice-Hall: England.
References for basics on Domestic Marketing
- Kotler, P. Marketing Management. 10th Ed. Prentice Hall.
- Kotler, Philip, and Gary Armstrong. Principles of Marketing. 13rd edition. Pearson Prentice Hall; New Jersey.
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.
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