General Objective of the Course

The course aims to provide the student an international focus and the necessary fundaments and notions to impulse the international market search and selection, and for the marketing strategy realisation. The environmental factors will be studied to detect exterior marketing opportunities and will help the products, price, promotion and distribution strategies for success in the selected markets.

Content of the Course

1. The Global Marketing Environment

1. Introduction to Global Marketing


2. The Global Economic Environment


3. The Social and Cultural Environment


4. The Political, Legal and Regulatory Environment

1. Analysing and Targeting Global Market Opportunities

1. Global Markets and Buyers


2. Global Marketing Information Systems and Research


3. Global Targeting, Segmenting and Positioning

1. Global Marketing Strategy

1. Global Marketing Strategies and Plans Sourcing Strategies: Exporting and Importing


2. Entry Strategies Alternatives: Licensing, Joint Ventures, Ownership


3. Competitive Analysis and Strategy


4. Cooperation Strategies and Global Strategic Partnerships

1. Creating Global Marketing Programs

1. Product Decisions


2. Pricing Decisions and Foreign Exchange


3. Channels and Physical Distribution


4. Global Advertising


5. Global Promotion; Personal selling, Public Relations, Sales Promotion and Direct Marketing


6. Internet and Data Base Marketing

1. Managing the Global Marketing Program

1. Leading, Organising and Controlling the Global Marketing Effort


2. The future of Global Marketing