International Business Trips and international marketing
Organization of the trip
International Sales
Post-trip activities
5- E-Promotion and international marketing
Key concepts related to the e-Promotion
Search engine positioning
Promoting online effectively
6- Social networks and international promotion
Web 2.0 in a globalized world
Key Concepts: Folksonomy, mashup, Cloud computing
Sharing content: Photos, documents and Video
Business applications of Facebook and Twitter
Professional Social Networks (LinkedIn, Xing)
Use of Companies Blogs
Business Models of the Company 2.0
The objectives of the subject “International promotion”.
To understand the key areas of the international promotion
To examine the promotion options available to the exporter
To learn the importance of an appropriate promotion strategy when entering new export markets
To outline the key points to note when designing an enterprise brochure and analyze the available tools when implementing a promotion campaign
To understand the influence of a country's international brand on its export performance
To understand the fundamentals of the international fairs (appropriate preparation and attendance) and its related follow-up activity
To understand how to plan and prepare a business trip to a
prospective export market and the follow-up, which will then be required
To understand the basics of e-promotion and how to apply them to the international marketing
To assess the importance of social networks in the International Marketing and know how to design a social networks strategy
Syllabus of the Subject: Intercultural Management (3
ECTS).
Introduction to the Intercultural Management
Culture and global society
High and low context cultures (Edward Hall)
Cultural dimension (Hofstede): Power distance, Individual, and Long-Term Orientation
Hofstede dimensions and Religions of the World
Seven dimensions of culture
Cross-cultural communication and International Marketing Plan
Intercultural Management and international business
Key strategies for dealing with new cultures
Case Study: Ceramic tiles perception in different markets
The objectives of the subject “Intercultural Management”:
To understand the importance of the Intercultural Management in Foreign Trade
To define the international cultural patterns
To know how to design Intercultural Management Strategies
Syllabus of the Subject: International Market Research (2 ECTS).
International Market Research
How to export?, Where to export?, What to export?
Methods of realization of an International Market Research
Quantitative analysis
Qualitative methods
Analysis PEST (politician, economic, social and technological)
Examples of the international market research
Case Study:
Analysis of an International Market Research
Market profitability
Sales potential in the foreign markets
Market research using the market access tool of the EU
The objectives of the subject “International Market Research”
To understand the importance of the international market research in the strategies of Internationalization
To know how analyze an International Market Research
To know how to use the analysis PEST (politician, economic, social and technological)
Include the tool EENI market access.
Syllabus of the Subject: Export Product/Service Policy (2 ECTS).
1) Product/Service International Strategies.
Introduction to international product strategies
Standardization, adaptation, and diversification of products and services;
Globally standardized products and services
Locally adapted products and services
Brand and product/service policy
Business portfolio. BCG Growth-Share Matrix. McKinsey matrix. Experience curve
E-Product. Digital value. Pervasive computing
Case Study:
Silicon Graphics
Johnson and Johnson
Unilever
General Motors
Tantrix
Linux
2) Quality and International Marketing
Quality and international marketing
Standards and certifications
Case Study: the CE Mark
The objectives of the subject “International product policy”:
To know how to design product/services strategies for the international markets
To learn the importance of adapting an export product or service to the local or regional requirements when entering new export markets
To know how to add value to a traditional product with value digital services
Syllabus of the Subject: International Pricing Policy (1
ECTS).
Introduction to the International Pricing Policy
Calculation of the export prices
Export prices and Incoterms® 2020
International prices strategies
Product life cycle and international pricing policy
Pricing options available to the exporter
E-Business and pricing policy
Case Study:
Pricing Policy and Inflation
Pricing Policy of NINTENDO
Pricing Policy for Latin America (Iberian America)
The objectives of the subject “International Pricing Policy”.
To understand the importance of the international Pricing Policy
To know how to design an international Pricing Policy and evaluate its repercussion on the international marketing mix
To learn how to calculate the export prices for the different markets
Syllabus of the Subject: Segmentation, Brand and international market positioning (4 ECTS).
1- International segmentation.
Importance of the International market segmentation
Criteria for the market segmentation
Phases of an international segmentation process
Niche markets and segmentation
Market segmentation strategies: concentrated, differentiated, product specialization, market specialization and total market coverage
Case Study:
Land Rover
Arcor Group
Melia Hotels
Volkswagen
Cencosud
2- Brand strategies and international market positioning.
Brand importance in the strategy of Internationalization
Brand value
Brand strategies in foreign markets
Global, regional and local brands
International market positioning
Positioning strategies
Twenty-two Immutable Laws of Marketing
Case Study:
UNILEVER: brand regionalization strategy
United Biscuits
Ford Motor Company
Positioning a new product in the Australian Markey
The objectives of the subject “Segmentation, brand and international market positioning”:
To understand the importance of international segmentation in marketing and the strategies of Internationalization
To know how to design a global or local brand strategy to the markets, as well as manage the brand in the international markets
To know how Positioning a brand in the international markets
Syllabus of the Subject: Global Ethics and International Business (1 ECTS).
Introduction to the Global Ethics
Searching for a Model of a Global Ethics
Religions as “Wisdom traditions” of humanity: one of the main global ethics
sources
Shared ethical principles of humanity. The Golden Rule (“Ethic of Reciprocity”)
Two fundamental principles of the global ethics;
Harmony of the religion
Ahimsa (Non-Violence)
Implications for the international marketing
Businesspeople who apply models based on the global ethics
Why do we need the global ethics?
The objectives are the following:
To define the pillars of a Model of a Global Ethics
To understand the religions of humanity as the sources of a Model of a Global Ethics
To analyze the two fundamental principles of the global ethics: harmony of religions and Ahimsa (non-violence)
To reflect the impact of the Model of a Global Ethics on the international business
To analyze the profile of Businessmen who apply Models of Global Ethics
“The principle of the Non-Violence of Mahatma Gandhi and Sri Ramakrishna's testimony to the Harmony of Religions: here we have the approach and spirit that can make it possible for the human race to grow
together into one family.” Arnold Toynbee.
Syllabus of the Subject: Christianity (for the Muslim students) (4 ECTS).
Introduction to Christianity
Christian Denominations
Christianity in the World
Introduction to Catholicism
Introduction to Protestantism
Introduction to the Orthodoxy
Other Christian Denominations
Economic Areas of the Western Civilization
Objectives of the Program “Christianity”:
To learn the key pillars of Christianity
To analyze the different Christian Denominations (Catholicism, Protestantism, Orthodoxy...)
To understand the ethical principles of Christianity
To know the distribution of Christianity in the World
To analyze the influence of Christianity on Business
To know the fundamental role of Christianity in the Economic Area the Western Civilization
To analyze the Economic Areas of the Western Civilization
Syllabus of the Subject: Islam (for Christian students) (4 ECTS).
Introduction to Islam
Prophet Muhammad
Holy Quran
Expansion of Islam
The first schism of Islam: Sunnis and Shiites
Introduction to Sufism
The Five Pillars of Islam: Profession of Faith, Prayer, Charity (Zakat), Fasting, and Pilgrimage to Mecca
Cairo Declaration on Human Rights in Islam
Muslim Community (Ummah) in the World
Islam and Business
Islamic Economic Area
Introduction to the Sharia (Islamic Law), Fiqh (Islamic Jurisprudence), and Islamic Economics and Banking
Objectives of the Program “Islam”:
To understand the pillars of Islam
To analyze the main branches of Islam: Sunnis and Shiites
To understand the ethical principles of Islam
To analyze the concept of Muslim Community (Ummah)
To analyze the influence of Islam on Business
To understand the principles of Islamic Economy and Finance
To know the fundamental role of Islam in the Economic Area of the Islamic Civilization
To analyze the Islamic Economic Areas, the Economic Integration process and their interrelations with the other civilizations