International Marketing

Globalization of the world-wide economy is a process that affects all the companies, independently of its will to compete in foreign markets, since the international competition also takes place in the domestic market. In this context, an alternative of growth on the long term is the expansion to the foreign markets. This way, the objective of the subject International Marketing is the education of the student in the internationalization decision, the international expanding process and the ways to plan and to execute the global marketing programme.
Specifically, the following objectives are pursued:
- Awareness about the importance of international business for companies.
- Building of an active attitude toward international market.
- Data collection and analysis to decision making in international markets.
- Development of abilities for international market selection process.
- Use of international marketing tools.
- Assessment of adaptation needs of the marketing programme to international environment.

Unit 1. Firm’s internationalization and international marketing
Unit 2. International market research and selection
Unit 3. The global marketing programme: product decisions
Unit 4. The global marketing programme: pricing decisions
Unit 5. The global marketing programme: distribution decisions
Unit 6. The global marketing programme: promotion decisions

BASIC BIBLIOGRAPHY:
Hollensen, S.; Arteaga, J. (2010): Estrategias de marketing internacional, Pearson Educación, Madrid.
Cerviño, J.; Arteaga, J.; Fernández, A. (2020): Essentials of International Marketing, ICEX, Madrid.
Cerviño, J. (2006): Marketing internacional. Nuevas perspectivas para un mercado globalizado, Editorial Pirámide, Madrid.
COMPLEMENTARY BIBLIOGRAPHY:
Arteaga, J. (2023): Manual de internacionalización, ICEX, Madrid.
Bradley, F.; Calderón, H. (2007): Marketing internacional, Editorial Pearson Prentice-Hall.
Cateora, P.; Money, B.; Gilly, M.; Graham, J. (2020): Marketing internacional, McGraw Hill, Madrid.
Cerviño, J. (2002): Marcas Internacionales. Cómo Crearlas y Mantenerlas, Pirámide, Madrid.
Czinkota, M. y Ronkainen, I. (2014): Marketing Internacional, Cengage Learning Editores, México.
García, R. (2000): Empresas Españolas en los Mercados Internacionales, ESIC, Madrid.
Guisado, M. (2002): Internacionalización de la Empresa, Pirámide, Madrid.
Jain, S. C. (2002): Marketing internacional, International Thomson Editores.
Jerez, J.L.; García, A. (2015): Marketing internacional para la expansión de la empresa, ESIC, Madrid.
Keegan, W.J.; Green, M.C. (2010): Marketing internacional, Pearson Educación, México.
Nieto, A.; Llamazares, O. (2007): Marketing Internacional, Editorial Pirámide, Madrid.

BASIC AND GENERAL
CB1 - Students must demonstrate to possess and to understand knowledge in an area of study that starts from the base of the general secondary education, and it is usually found at a level that, although it relies on advanced textbooks, also includes some aspects which involve knowledge from the vanguard of their field of study.
CB2 - Students must know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defence of arguments and problem solving within their area of study.
CB3 – Students must have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific, or ethical issues.
CB4 - Students must be able to transmit information, ideas, problems, and solutions to a specialized and non-specialized audience.
CB5 – Students should have developed those skills learning necessary to undertake later studies with a high degree of autonomy.
CG3 - Knowledge about identification, collection and interpretation of relevant information regarding topics of business area, including in the judgment and proposal development the suitable advisement about its social, scientific, and ethical dimensions.
CG4 - Knowledge about information, ideas, problems and solution proposals to topics of business nature, both to specialized or non-specialized people, using verbal and written language as well as means and techniques of presentation of relationships and showing of information used in this area.

CROSS CURRICULAR
CT1 - Analysis and synthesis
CT2 - Organization and planning
CT3 - Oral and written communication
CT8 - Critical thinking
CT10 - Teamwork
CT14 - Adaptation to environment and change
CT15 - Knowledge of other cultures and customs, and work in an international context

SPECIFIC
B3 - Marketing strategy decisions: marketing mix, pricing, distribution, promotion, and product programmes.
D3 - Assessment of the current situation and the predictable evolution of the company, based on relevant databases.
D9 - Regular use of information and communication technology in all their professional performance.

Teaching will be organized in two types of sessions, theoretical sessions and interactive sessions, as detailed below:
- Theoretical sessions will introduce student in basic concepts about the different units of the program, underlining the key elements and the relations between them.
- The interactive sessions or seminars will train student in decision making under uncertain conditions, based on the use of practical cases reflecting real business situations under complex international environments (some of these cases requires the use of software tools of statistical analysis). In these interactive classes, some papers, news and fragments of books will be discussed with professors. The activities of student’s personal work contain, in addition to time devoted to study, the development of lecturers’ assignments.
The online support for teaching will be used through USC virtual campus and/or MS’Teams.

The sessions will take place in the established class schedules as follows:
- Theoretical class: in-person.
- Interactive class: in-person.
- Tutorials: in-person or online (through the USC MS'Teams corporate platform).

There are two opportunities to pass the course. Students who do not pass the course in the first opportunity will have the right to a second opportunity. The evaluation system for these two opportunities, both for first-time students and repeating students, is shown below.

The evaluation system consists of the following instruments and weights:
- INSTRUMENT 1 (weighting: 60%): THEORETICAL FINAL EXAM (compulsory). 50% of the qualification of this part is required to pass the subject.
- INSTRUMENT 2 (weighting: 40%): ONGOING ASSESMENT (resolution, submission and presentation of case studies of interactive class tasks). PRACTICAL EXAM (compulsory for those students who had not developed more than 50% interactive tasks and who had not reached more than 50% of the weight of this part, they must attend to a practical exam).
- FINAL GRADE: will be the weighted sum of the two scores, so that 50% of the total grade is required to pass the subject.

Following the Instruction Nº 1/2017 of Secretaría Xeral, students who ARE EXEMPT FROM ATTENDANCE in certain situations will be evaluated with a SPECIFIC FINAL EXAM (100%). Exemption from attendance must be authorized in advance by the university.

In cases of FRAUDULENT COMPLETION OF EXERCISES OR EXAMS, the provisions of the USC Regulations on the Evaluation of Students' Academic Performance and the Review of Grades shall apply.

COMPETENCES ASSESSMENT
Instrument 1 (theoretical exam): CB1, CB2, CB5, B3.
Instrument 2 (continuous assessment – practical exam): CB1, CB2, CB3, CB4, CB5, CG3, CG4, CT1, CT2, CT3, CT8, CT10, CT14, CT15, B3, D3, D9.

The evaluation using the above instruments will be carried out on the dates set out in the final exams calendar and within the schedules established as follows:
- Final exam (theoretical and practical): in-person.
- Ongoing assessment: online submission (through the USC mail/virtual campus) and in-person resolution.

Recommended time for the overcoming of the subject is the following one:
- Hours of in-class sessions (theoretical, interactive and written tests): 45.
- Hours of individual work (study, development of autonomous work tasks): 67,5.
This way, the implied activities in the learning, development and study of the subject during the course, as well as of the different evaluation tasks, will imply a total of 112,5 hours of student dedication.

It is strongly recommended to the students a continuous work during the hold term, to be updated in the explained theoretical concepts and to be involved in the discussions about chapters and case studies presented. In addition, is advisable the communication with the professor through the personal assessment.
More specifically, it is recommended:
- To read and to prepare, before each theoretical class, the topic that will be presented and discussed in it, using the basic reference text.
- To deepen in the concepts exposed in class after the theoretical classes, using complementary material.
- To read, before each practical session, the practical case proposed and to link it to the relevant theoretical contents.
- To use the established assistance schedule to make consultations to the professors in charge of the course.