Academic Year of Degree:
2025/26
16759 - INTERNATIONAL MARKETING
This is a non-sworn machine translation intended to provide students with general information about the course. As the translation from Spanish to English has not been post-edited, it may be inaccurate and potentially contain errors. We do not accept any liability for errors of this kind.
The course guides for the subjects taught in English have been translated by their teaching teams
Teaching Plan Information
Code - Course title:
16759 - INTERNATIONAL MARKETING
Degree:
713 - Graduado/a en Administración y Dirección de Empresas
714 - Graduado/a en Economía (2018)
731 - Graduado/a en Derecho y en Administración y Dirección de Empresas (2019)
757 - Graduado/a en Gestión Aeronáutica (2021)
758 - Graduado/a en Gestión Aeronáutica (2021)
777 - Graduado/a en Economía (Modalidad bilingüe)
839 - Graduado/a en Administración y Dirección de Empresas (2025)
862 - Microtítulo en Marketing
Faculty:
103 - Facultad de Ciencias Económicas y Empresariales
Academic year:
2025/26
1.1. Content area
Marketing
1.2. Course nature
Optional
1.3. Course level
757 - Grado (EQF/MECU 6)
758 - Grado (EQF/MECU 6)
839 - Grado (EQF/MECU 6)
713 - Grado (EQF/MECU 6)
777 - Grado (EQF/MECU 6)
714 - Grado (EQF/MECU 6)
731 - Grado (EQF/MECU 6)
862 - Estudios Propios (EQF/MECU 6)
1.4. Year of study
862 - Microtítulo en Marketing: 1
777 - Graduado/a en Economía (Modalidad bilingüe): 4
731 - Graduado/a en Derecho y en Administración y Dirección de Empresas (2019): 6
758 - Graduado/a en Gestión Aeronáutica (2021): 4
839 - Graduado/a en Administración y Dirección de Empresas (2025): 4
713 - Graduado/a en Administración y Dirección de Empresas: 4
714 - Graduado/a en Economía (2018): 4
757 - Graduado/a en Gestión Aeronáutica (2021): 4
1.5. Semester
First semester
1.6. ECTS Credit allotment
6.0
1.7. Language of instruction
English
1.9. Recommendations
Basic knowledge of marketing.
1.10. Minimum attendance requirement
Students are expected to be in attendance at least 70 percent of all scheduled class meetings. If a student is ill or otherwise unable to attend class, it is his or her responsibility to inform the instructor as soon as possible.
1.11. Subject coordinator
Eva Duran Lopez, Jean-Philippe Charron
1.12. Competences and learning outcomes
1.12.1. Competences / Results of the training and learning outcomes
This course contributes to the acquisition of the following competencies of the Grado en Administración y Dirección de Empresas:
General competences
CG1. Theoretical capacity of analysis and synthesis;
CG3. Developing creative aptitudes to find and understand new ideas and problem-solving abilities
CG4. Ability to identify opportunities and threats
CG5. Ability to work under pressure
CG6. Negotiation skills
CG7. Ability to make decisions
CG8. Ability for being critical and self-criticism
CG9. Ability to interdisciplinary team work
CG11. Leadership skills
CG15. Ability to work in an international context
CG16. Ability to search, identify and analyze the sources of information relevant to the field of study
CG17. Ability to process information in internet context and use of tools for remote communication
CG18. Skills for public presentation of works, ideas and report
CG19. Initiative and entrepreneurship
CG20. Concern for quality and a well-done job
CG23. Effective time management
Specific competences
CE8. Discover and apply the decision making processes for professional contexts in strategic business policy.
CE19. Possess and understand the knowledge on consumer behavior, strategic and tactical marketing, product policy, price, retailing, and promotion.
CE22. Collect, analyze, interpret, and present the data based on marketing research for the market in which the firm is interested in operating.
This course contributes to the acquisition of the following competencies of the Grado en Economía:
Basic and General competences
CB2 – Students should know how to apply their expertise in a professional manner, getting enough skills to manage and solve troubles within their area of study
CB3 - Students get the ability to gather and interpret relevant data (usually within their area of study) and, additionally, they will be able to make reasoned judgments on relevant social, scientific or ethical issues.
CB4 - Students can transmit information, ideas, and solutions for a specialized and non-specialized audience
CB5 - Students have developed the necessary learning skills to undertake further studies with a high degree of autonomy
CG1 - Analysis and synthesis capacity
CG2 - Capacity to manage and planning
CG3 - Oral and written communication skills in the their mother tongue
CG5 - Ability to search and to analyse information from different sources
CG6 - Ability to solve problems
CG8 - Ability to work in a team
CG9 - Ability to work in an interdisciplinary team
CG10 - Ability to work in an international environment
CG14 - Ethical commitment when working
CG15 – Capacity to work under pressure
CG16 - Ability to apply knowledge in applied issues
CG17 - Research skills
CG18 – Self-learning capacity
CG20 - Ability to generate new ideas
Specific competences
CE2 - Identify and anticipate relevant economic issues related to resources allocation, both in private and public frameworks.
CE3 - Provide economically reasonable arguments of current issues.
CE4 - Evaluate the consequences of different action alternatives selecting the best targets.
CE5 - Ability to write advisory reports about specific economic or sectoral issues in a regional, national or international framework
CE8 - Identify the sources of relevant economic information.
CE9 - Understanding economic institutions because of applying theoretical or formal representations about how the economy performance.
CE10 – Get relevant information from data usually not recognized by non-professionals.
CE13 - Understand the performance of the main European and international economic institutions.
This subject contributes to the development of the results of the training and learning process of the Marketing subject of the
Grado en Gestión Aeronáutica, which are the following:
Knowledge or content
CON03 - Know and analyze the different areas of business administration and management, as well as the main relationships established between the company and its environment.
CON04 - Know and understand the office tools and quantitative instruments necessary for the diagnosis, analysis and planning of aeronautical activity, as well as for the study of business information of the sector and its economic and social environment
Skills or abilities
HAB01 - Search, manage and interpret relevant information and data in a critical and systematic way
HAB06 - Use the knowledge acquired in the field of management of aeronautical companies for their strategic planning, implementation of innovations and the use of new technological systems.
Competencies
RC01 - Ability to synthesize, analyze and evaluate information relevant to the activity of aeronautical management
RC02 - Capacity for autonomous learning, organization and planning in the professional context
RC03 - Ability to make decisions with ethical responsibility and respect for fundamental rights, diversity and equality of citizens, democratic values and peace
RC04 - Ability to work in interdisciplinary teams, accepting diversity of perspectives and multiculturalism as part of professional activity, and contributing to improvement in a collaborative and constructive way
RC05 - Be able to prepare and defend arguments, as well as communicate, both to a specialized and non-specialized audience, information, ideas, problems and solutions based on the knowledge acquired
1.12.2. Learning outcomes
After passing all the subjects of the module to which this subject corresponds, students will be able to:
1. Knowledge of the company's international environment.
2. Ability to collect, and properly use, relevant information for the international company.
3. Possessing and understanding the necessary knowledge for the management of company's international finances, with special emphasis on the management of exchange rate risk.
4. Know how to apply in the professional context the knowledge acquired, ie from the available financial information be able to: (i) Identify the determining factors of the exchange rate, (ii) Measure the level of exposure to exchange rate risk, (iii) Design hedging tools for exchange rate risk, (iv) Identify funding opportunities offered by international financial markets.
5. Elaborate and defend arguments to solve problems in the field of international finance decisions.
6. Have the capacity to gather and interpret relevant data within the scope of international finance in order to make judgments that include a reflection on important financial issues.
7. Understand and interpret international marketing knowledge appropriately.
8. Demonstrate the ability to apply the acquired knowledge in a professional context by using the skills to develop and defend arguments, and to solve problems associated with international marketing.
9. Possess the ability to gather and interpret relevant information in the field of international marketing, in order to make judgments on important economic, social, scientific and ethical issues.
10. To be able to transmit information, ideas, problems and solutions to a general audience.
11. Develop superior learning skills with a high level of autonomy that allow access to higher education.
12. Possess and understand knowledge of the problems faced by multinational companies in the process of dealing with financial information.
13. Know how to apply the acquired knowledge in the professional context, having the skills for elaborating and defending arguments, and solving problems in the field of financial information of multinational companies.
14. Possess and understand knowledge of international taxation.
15. To be able to gather and interpret relevant information within the field of international taxation in order to make judgments, opinions and solve problems in the field of international taxation.
16. Possess and understand knowledge in relation to economic models that allow you to be able to analyse the development of the international situation and analyse the consequences of the actions taken by different actors.
17. To be able to gather and interpret relevant data within the scope of the international economy in order to, together with his own background of macroeconomic knowledge, make judgments that include a reflection on important issues of an economic and social nature.
18. Understand and know how to apply basic knowledge of foreign trade, Spanish trade and intra-Community trade, basic concepts of trade policy that affect business activity in foreign trade, knowledge of how international relations are developed between importer/exporter and other agents involved in the process of internationalization, knowledge of management and operations of foreign trade.
19. Elaborate and defend arguments and solve problems in the field of foreign trade.
20. To have the capacity to obtain and interpret relevant information for decision-making in the field of foreign trade.
21. To be able to transmit information, ideas, problems and solutions to both specialized and non-specialized audiences.
22. To have developed the necessary learning skills to undertake subsequent studies with a high degree of autonomy.
1.12.3. Course objectives
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1.13. Course contents
The general objective of this course is to provide students with basic knowledge of international marketing in terms of theories and practices. The specific objectives are as follows:
- To provide the student with an overview of the unique aspects of marketing in the international business environment and provide the framework upon which multinational marketing management can be based. The student should come out of this course with a good understanding of economic, financial, political, legal, and cultural forces that may impact international marketers' decision making.
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To closely follow and assess the impact of current events on the global economy. Toward this end, the students will be exposed to: a) changes in the global economy and the ways in which firms are affected; b) the current trend towards regional trading blocs and their impact on the global economy; and c) the impact of government policies on global competition and marketing strategy.
This course is designed to develop an understanding of the problems and opportunities present in the international business environment and the challenges involved in the development and implementation of the international marketing strategy. The course will evaluate global issues and concepts that confront today’s international marketers at all levels of international involvement, with a particular emphasis on issues related to the cross-cultural issues of global marketplace.
PROGRAM:
Session 1: Introduction to international marketing
1.1. Growing importance of international marketing.
1.2. Opportunities and challenges in international marketing.
1.3. Brief overview of international trade environment.
Session 2: Cultural Dynamics in Assessing Global Markets
2.1. Marketing blunders.
2.2. Theories of cultural dimensions.
2.3. High versus low context theory.
2.4. Culture and consumer behavior
Session 3: Global Market Entry Modes
3.1. Target market selection.
3.2. Choosing the mode of entry.
3.3. Timing of entry.
Session 4: Global Segmentation and Positioning
4.1. Reasons for international market segmentation.
4.2. Bases for international market segmentation.
4.3. Global, local and foreign consumer culture positioning.
Session 5: International Marketing Research
5.1. International marketing research and its process.
5.2. Qualitative research techniques.
5.3. Quantitative research techniques.
Session 6: Global Branding
6.1. Global versus local branding.
6.2. Country of origin effects.
6.3. Management of multinational product lines.
Session 7: Global Advertising and Promotion I
7.1. Cultural barriers.
7.2. Communication and cultural values.
7.3. Media infrastructure and limitations.
7.4. Standardization versus localization debate.
Session 8: Global Advertising and Promotion II
8.1. Globally integrated marketing communications.
8.2. Sales promotions.
8.3. Direct marketing.
8.4. Global public relations.
Session 9: International Marketing and Internet
9.1. Global Internet commerce.
9.2. Internet and global communication strategies.
9.3. Global branding and Internet.
1.14. Course bibliography
RECOMMENDED TEXTBOOKS:
Hollensen, Sven (2007) Global Marketing, 4th edition, Prentice Hall.
Kotabe, Masaaki, and Kristiaan Helsen (2004). Global Marketing Management, 3rd edition, New York: John Wiley & Sons.
RECOMMENDED READINGS:
Alashban, Aref A., Linda A. Hayes, George M. Zinkahn, and Anne L. Balazs (2002), International Brand-Name Standardization/ Adaptation: Antecedents and Consequences, Journal of International Marketing. 3(10), 22-29.
Douglas, Susan P. and Craig, C. Samuel (2006), On Improving the Conceptual Foundations of International Marketing Research, Journal of International Marketing. 1(14), 1-22.
Okazaki, Shintaro, Barbara Mueller, and Charles R. Taylor (2010), Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers, Journal of International Marketing, 18(2), 20–34.
Schuiling, Isabelle, and Jean-Noël Kapferer (2004), Real Differences Between Local and International Brands: Strategic Implications for International Marketers, Journal of International Marketing, 4(12), 97-11.
de Mooij, Marieke, and Geert Hofstede (2010), The Hofstede model: Applications to global branding and advertising strategy and research, International Journal of Advertising, 29(1), 85–110.
2. Teaching-and-learning methodologies and student workload
2.1. Contact hours
Since this course has 6 ECTS, students’ total number of working hours is 150, which are distributed as follows:
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#horas
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Contact hours (minimum 33%)
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52,5h (35%)
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Independent study time
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97,5h (65%)
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2.2. List of training activities
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Activities
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Hours
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Theoretical lectures and hand-on sessions in the classroom
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45
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Other activities: seminars, tutorials, etc.
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5,5
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Assessment activities
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2
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- Lecture: In general, each class will include a combination of lectures and discussions focusing on theory and research on diversity issues. Students will be expected to read all assigned work prior to the day in which the topic will be covered and to come to class prepared to participate in all activities.
- Reflection Paper: In this assignment, the students will be asked to form 3-4 member study groups to write a reflection paper on one of the session topics (see "Course contents" above). Each group will be responsible for submitting a proposal which needs to be approved by the instructor. The length of the final paper must be at least 15 double-spaced pages, excluding references, tables and graphics.
- Group Presentation: The instructor will provide for each topic on a regularly basis a business case—a theoretical issue or a current event of a specific firm- in order to prepare a business presentation. Groups will be required to present to the class a 10-15 minute oral presentation on their responses for discussion questions put by instructor. All assigned groups are expected to collect necessary information and submit business presentations. A “Q&A” period could be open during this session.
- Topic Exam: There will be a comprehensive examination for each topic. The examination will consist of multiple-choice questions that will be based on general knowledge of theories and the viability of the application of those theories for international marketing from diverse cultural/business background. However, students from non-English speaking countries will be allowed to bring one dictionary.
- Class Discussion/Participation: The instructor could provide a topic—a theoretical issue or a current event of a specific firm—for the class discussion in group. In addition, the instructor may occasionally request short essays or reports on the session topics.
3. Evaluation procedures and weight of components in the final grade
3.1. Regular assessment
- Reflection paper: 20%
- Group Business Case presentation: 20%
- Topic Exams: 20%
- Final and Extraordinary Exam: 40%
Final and Extraordinary Exam: There will be a comprehensive final examination at the end of the semester. The examination will consist of multiple-choice questions that will be based on general knowledge of theories and the viability of the application of those theories for international marketing from diverse cultural/business background. The final examination will be closed book and notes. However, students from non-English speaking countries will be allowed to bring one dictionary.
Grading Concerns: If students disagree with a grade, they can submit their concerns to the Instructor in a written note within 72 hours of having received the grade. Specifically indicate why they disagree with the grade and why their work deserves more credit. The instructor will respond within 72 hours.
Academic Integrity: Students of the Universidad Autónoma de Madrid must conduct themselves in accordance with the highest standards of academic honesty and integrity. Failure to maintain academic integrity will not be tolerated. Plagiarism and cheating are serious offences that carry with them the minimum penalty of a “suspension” in the course, with dismissal also possibilities.
3.1.1. List of evaluation activities
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Evaluatory activity
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%
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Final exam & Topic Exams
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60%
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Continuous assessment
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40%
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3.2. Resit
The exam will include the evaluation of all the contents and competences programmed in the subject.
More information: 3.1. Regular Assessment
3.2.1. List of evaluation activities
The theoretical part will compute 40% in the final grade and the practical part the remaining 60%. The final grade will be established from 0 to 10 in accordance with current legislation.
4. Proposed workplan
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Theories and practices
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Weeks
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Session 1: Introduction to international marketing
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1st week
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Session 2: Cultural Dynamics in Assessing Global Markets
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2nd week
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Session 3: Global Market Entry Mode
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3rd - 4th week
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Session 4: Global Segmentation and Positioning
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5th - 6th week
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Session 5: International Marketing Research
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7th - 8th week
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Session 6: Global Branding
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9th - 10th week
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Session 7: Global Advertising and Promotion I
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11th - 12th week
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Session 8: Global Advertising and Promotion II
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13th week
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Session 9: International Marketing and Internet
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14th – 15th week
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*** Oral presentation of the reflection paper.
*** Final submission of the reflection paper.
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