International Marketing (in English)

Universidad Pablo de Olavide

Course Description

  • Course Name

    International Marketing (in English)

  • Host University

    Universidad Pablo de Olavide

  • Location

    Seville, Spain

  • Area of Study

    Marketing, Peace and Conflict Studies

  • Language Level

    Taught In English

  • 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.

    Hours & Credits

  • ECTS Credits

    6
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • 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
    markets

    Course Requirements and Grading
    Your final grade will be calculated as follows:
    • Mid-term Exam 20%
    • Final Project 30%
    • Final Exam 25%
    • Quizzes 10%
    • (*) Class Participation & Articles 15%
    Note: All assignments, quizzes, and examinations will be announced in class.
    • Final Project: Following the International Marketing Plan hand-out given in class,
    students (Groups of 3-4) will have to develop the project introducing a product
    and/or service in a foreign country. After doing so they will have to present this
    project in class for about 30 minutes.
    • Final and Midterm Exam will consist in 5 questions. A minimum mark of 5 (on a
    10-point scale) must be achieved in order to pass the exam. All questions will be
    related to the material seen in class.
    • There will be 5 quizzes during the course, all of them will be announced one week
    in advance and will have 10 questions (true/false and multiple choices)
    (*) Attendance and participation are related but, nevertheless, quite different.
    Attendance is required, of course. At the same time, one's contributions to the course
    your attendance. What you do when you show up is your participation: it is the measure
    of your engagement in the readings/discussions/lectures of the course. "Participation" is
    not just a measure of the quality and quantity of your exchanges with your instructor but
    also with your peers in the class, especially those you might find who will critique,
    question, or simply seek clarification about your own stances taken or interpretations
    offered about the readings in our class.

    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
    Class Schedule
    WEEK 1. Presentation and Overview to the course.
    WEEK 2. UNIT I
    Activity 1: Managing Oneself
    WEEK 3. UNIT II
    Final Project (Groups)
    Activity 2: Economic Indicators
    WEEK 4. UNIT II
    Activity 3: Culture (Macroenvironment)
    Case 1: McDonald’s
    WEEK 5. UNIT III
    Activity 4: Company Information
    WEEK 6. UNIT IV
    Midterm Exam
    Activity 5: Segmentation
    WEEK 7. UNIT IV
    Activity 6: Positioning
    WEEK 8. UNIT V
    Activity 7: Competitors
    WEEK 9. UNIT V
    Activity 8: IM Strategies
    WEEK 10. UNIT VI
    Case 2: IKEA
    WEEK 11. UNIT VI
    Activity 9: Standarization vs adaptation.
    WEEK 12. UNIT VI
    Activity 10: SWOT Analysis.
    WEEK 13. Final Presentations.
    WEEK 14. Final Presentations.
    WEEK 15. Final Exam.
    Note: this schedule can be changed according to teacher’s criteria

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

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