Curso de International Marketing (Marketing Internacional)

INTERNATIONAL MARKETING (MARKETING INTERNACIONAL)


Presentation:

The course provides business leaders with the confidence to act decisively on decisions related to foreign market entry the degree of adaptation or standardization across markets, distribution alternatives, promotion, as well as complex pricing and financing decisions.

This course has been designed for high potential professionals that currently do business internationally or aspire to do so. It is ideal for experienced business leaders that lack international marketing experience, and need to understand the fundamental international marketing concepts and tools that will allow them to make decisions effectively and confidently in a complex internatonal environment.

Learning Outcomes:

At the end of the course participants will be able apply proven concepts of international trade as well as develop and adapt marketing plans as needed to compete globally across different market realities.

Course contents:

-International Trade theories and evolution: Understanding the basics for developing an international presence, competing internationally .

- World Market Environment: Addressing the tension between global standardization versus local market adaptation through a framework to understand political, legal, cultural and consumer based differences.

- Planning for International Marketing: Shaping decisions through effective market research in spite of common challenges found internationally and choosing the right market entry strategy.

- International Marketing Decisions: Applying a proven tool kit to support decisionmaking for winning product, branding, packaging, distribution, promotion and pricing strategies.

- Financial Decisions: Making financial decisions that are influenced by currency fluctuations and basic approaches for minimizing risk.

Academic Calendar:

Curso cuatrimestral. (Marzo-Junio)
El curso se desarrolla en el segundo cuatrimestre.

University credits:

3 Credits.
 
Lecturer/Assistant Professor.

REYERO SIMON, LAURA

Economista por la UCM, MBA por el I.E., Estudió el Programa Superior de Gestión en la Universidad de Ashridge, Máster en Comercio Internacional por IEDE, Doctorando en la UEM. Trabajó en UNILEVER, Kraft General Foods y Colgate Palmolive. Fué directora comercial para España y Portugal de London International Group y directora de marketing de Altadis. Socia fundadora de la consultaría Helago, especializada en planes de marketing e innovación, para clientes como Telefónica, Unicef...

Course Methodology:

On-line discussion and debate: Participants will discuss and debate on-line a case that will be used throughout the program. This will clearly establish the need for methodologies that support marketing decisions .

Individual Study: The text book , the teacher papers, avalibale videos and your owun reserach are required to have an academical framework.

Practice: Practice with tools and methodologies, applying them to the case and presenting their application for debate and discussion will build confidence and know-how of each participant.


Assessment:

Case studies: Along the course the participants will do a Marketing Plan that will have feed-back in each step. The final Plan will be presented at the end of the quarter.

Individual tasks: There will be 2 individual assigments

Foro: the teacher will open discussions in the aula foro, active participation is required.

Non-distant final exam. The final paper lasts for one hour at the end of the term. Students are allowed to use study materials during this exam. A grade of Pass is required to obtain the corresponding credits of each course.

Documentation:

- Documentation in Digital Format

Segundo Cuatrimestre *

(CASO)
- ISBN: 9-508-009
- Título: Harvard Business Scholl: Colgate Max Fresh: Global Brand Roll-Out October 23, 2007
- Autor: - Editorial:
- Edición:  

*Pendiente de Confirmar

Segundo Cuatrimestre *

()
- ISBN:
- Título: International Marketing: Strategy and theory
- Autor: Sak Onkvisit & John Shaw - Editorial: Routledge
- Edición: 5th Edition (2008) 

*Pendiente de Confirmar

Master to which it belongs.