SEXTO SEMESTRE

The course on International Marketing aims to address global issues and develop knowledge and competencies relevant to all international business professionals. This course explores the dimensions of successful international and global marketing. The business world is increasingly becoming globalized and marketing professionals need to understand the factors leading to globalization which create opportunities and threats for industries and firms which can be leveraged for strategic advantage. Understanding cross cultural and cultural dimensions of business and marketing problems is increasingly becoming important. Students from this course will consider studying and evaluating international marketing from an integrated viewpoint, focusing on the global marketing environment, market entry scenarios, global marketing program and finally developing an international marketing project in groups. The material will integrate market trends, risks, culture, trade institutions and policy, environmental analysis, communications, place, pricing, strategic planning, research, branding and distribution factors. This course requires a basic understanding of marketing concepts and is intended to help students develop a career in international marketing and/or discover entrepreneurial opportunities.