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International Marketing
OVERVIEW
CEA CAPA Partner Institution: Pompeu Fabra University
Location: Barcelona, Spain
Primary Subject Area: Marketing
Instruction in: English
Transcript Source: Partner Institution
Course Details: Level 400
Recommended Semester Credits: 2
Contact Hours: 32
Prerequisites: Business Marketing
DESCRIPTION
This course focuses on the challenges and opportunities of marketing new and existing products and services to the global marketplace. It builds on the knowledge acquired in the Business Marketing course and applies key marketing concepts in the international business context. It introduces students to international-level strategic and operational marketing tools and techniques for taking decisions and wielding influence on
international markets.
The course accomplishes its objectives through lectures, analysis and discussion of real-life business cases illustrating actual global marketing issues, and by studying a company's international marketing strategy. It pays special attention to variations from home-country marketing and highlights strategies used by international marketers. Specifically, the course analyses the impact of cultural, economic, technological, political and legal differences on the international marketing process.
After successfully completing this course students should be able to:
- Understand the nature of an international marketing strategy and its linkages to corporate strategy vis-à-vis local and national marketing strategy.
- Develop analytical frameworks when screening national markets to define the key factors in a firm?s internationalisation process by evaluating the international business environment, with particular emphasis on the economic and cultural dimensions.
- Discuss the complexities and paradoxes that are prevalent in many successful and failing international marketing operations.
- Explore the tensions in adopting a global standardised action as opposed to a locally responsive action in international marketing and relate these to companies? overall corporate strategy.
- Consider ethical and social responsibility issues in the development and implementation of an international marketing strategy. Successful completion of the Business Marketing course or its equivalent is a mandatory prerequisite for this course.
ECTS credits: 4
international markets.
The course accomplishes its objectives through lectures, analysis and discussion of real-life business cases illustrating actual global marketing issues, and by studying a company's international marketing strategy. It pays special attention to variations from home-country marketing and highlights strategies used by international marketers. Specifically, the course analyses the impact of cultural, economic, technological, political and legal differences on the international marketing process.
After successfully completing this course students should be able to:
- Understand the nature of an international marketing strategy and its linkages to corporate strategy vis-à-vis local and national marketing strategy.
- Develop analytical frameworks when screening national markets to define the key factors in a firm?s internationalisation process by evaluating the international business environment, with particular emphasis on the economic and cultural dimensions.
- Discuss the complexities and paradoxes that are prevalent in many successful and failing international marketing operations.
- Explore the tensions in adopting a global standardised action as opposed to a locally responsive action in international marketing and relate these to companies? overall corporate strategy.
- Consider ethical and social responsibility issues in the development and implementation of an international marketing strategy. Successful completion of the Business Marketing course or its equivalent is a mandatory prerequisite for this course.
ECTS credits: 4
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