This subject will lead the student to become familiar with the characteristics of the process of internationalization, the market entry strategies into the international markets, the process of selection of the target international markets, the process of segmentation and positioning in the international markets, and the decisions regarding the standardization and adaptation of the international marketing-mix. More specifically, the aim of this course will be to enable the student to understand/acknowledge: - The concept of international marketing and its function within the global markets. - The socio-economic, political, legal, cultural, technological and competitive dimensions of the current international scenario, such as its potential impact onto the development of the international marketing strategies. - The different approaches to the process of internationalization, as well as the main drivers and obstacles to the internationalization. - The process of international segmentation and positioning and the development of the international expansion strategy. - The main strategies regarding the main market entry strategies into the international markets as well as the different factors to be considered. - The 4 Ps of the international marketing-mix (product, price, place and promotion), especially the adoption of a strategic position regarding the standardization or adaptation of the international marketing strategy.
SECTION 1: Internationalization of business and international marketing
SECTION 2: Main international marketing decisions
- Analysis of academic article and news on issues within the field of international marketing - Analysis of international marketing campaigns and comparison across different countries - Oral presentation of individual and group assignments - Seminars and debates over multinational companies through the analysis of study cases
Grading policy (tools, criteria and loads): - Active participation and engagement, analysis of articles and essays about topical economic issues, additional tasks and homework, other activities: 20 % - Group research assignments (oral presentation of the project and written essays):30% - Mid-term exam: 25% -Final exam: 25% (Note: compulsory attendance to at least the 80% of the classes)