ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Student's work ECTS: 76.5 Hours of tutorials: 4.5 Expository Class: 13.5 Interactive Classroom: 18 Total: 112.5
Use languages Spanish, Galician
Type: Ordinary subject Master’s Degree RD 1393/2007 - 822/2021
Departments: Organisation of Companies and Commercialisation
Areas: Marketing and Market Research
Center Faculty of Economics and Business Studies
Call: First Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
Raise awareness of the importance of international business for companies and foster a proactive attitude toward international markets. Develop the ability to manage business operations and information systems. Gain knowledge and analytical skills to understand the international business environment, thereby reducing the perceived risk of international activity and enabling informed decision-making under conditions of uncertainty. Appreciate and understand international differences and eliminate an ethnocentric perspective. Understand strategic alternatives for international companies as well as commercial action tools.
Topic 1: Business Internationalization
Topic 2: The International Environment
Topic 3: Analysis and Selection of Foreign Markets
Topic 4: Entry Modes into Foreign Markets
Topic 5: Product and Brand Strategy in International Markets
Basic bibliography
Cerviño, J. (2006) Marketing Internacional: Nuevas Perspectivas para un Mercado Globalizado,
Pirámide, Madrid.
Suplementary bibliography
Alvarado, M e Martín, M. (2006) Publicidad y Cultura, Comunicación Social, Sevilla.
Cateora, P. e Graham, J. (2006) Marketing Internacional, McGraw Hill, México.
Cerviño, J. (2002) Marcas Internacionales. Cómo Crearlas y Mantenerlas, Pirámide, Madrid.
Czinkota, M. e Ronkainen, I. (2002) Marketing Internacional, McGraw Hill, México.
Durán, J.J. (2000) Estrategia y Economía de la Empresa Multinacional, Pírámide, Madrid.
García R. (2000) Empresas Españolas en los Mercados Internacionales, Esic, Madrid.
Guisado, M (2002) Internacionalización de la Empresa, Pirámide, Madrid.
Llamazares, O. (2007) Cómo negociar con éxito en 50 países, Global Strategies S.L. Madrid.
Degree competencies addressed by the course:
CB07 – Students must be able to apply the knowledge acquired and problem-solving skills in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their field of study.
CB08 – Students must be able to integrate knowledge and deal with the complexity of making judgments based on incomplete or limited information, including reflection on social and ethical responsibilities linked to the application of their knowledge and judgments.
CB09 – Students must be able to communicate their conclusions — and the underlying knowledge and rationale — to both specialized and general audiences clearly and unambiguously.
CB10 – Students must possess the learning skills necessary for further study that is largely self-directed or autonomous.
CG02 – Ability to develop a strategic vision of business problems.
CG03 – Ability to apply acquired knowledge to business realities.
CG04 – Problem-solving skills in new or unfamiliar environments.
CG05 – Decision-making ability in management, both in general and in specific functional areas of a company.
CG06 – Ability to communicate business management information, ideas, issues — whether general or specific — and proposed solutions.
CG09 – Ability to identify, gather and interpret relevant data on business management issues.
CG10 – Awareness of corporate social responsibility.
CT02 – Critical thinking skills.
CT03 – Analytical and synthesis skills.
CE02 – Understanding of the implications of internationalization.
CE03 – Ability to understand markets and marketing from a strategic perspective.
The theoretical development of the course uses a flexible and varied methodological approach: lectures are combined with analysis of current articles, student presentations on theoretical aspects, critical commentary, etc. Practical sessions include exercises and case studies.
Assessment will be based on exams and evaluation of student participation and assignments.
Specifically, the final grade will be calculated as follows:
Final exam grade: 50% of the total grade. The exam will cover the entire syllabus and all material presented in class.
Assessment of activities from interactive sessions: 50% of the total grade. Various tests, cases, and other teaching materials will be assigned in class and collected by the instructor.
To pass the course (both in January and July), students must:
Obtain at least 40% of the possible points on the final exam.
Successfully complete at least 75% of the assigned interactive session activities.
If the 75% threshold is not met, the final grade will be based solely on the exam, which will be scored out of 7 points. A minimum of 60% of that score must be achieved to pass.
In cases of academic dishonesty in exercises or tests, the university’s Academic Performance Evaluation and Grade Review Regulations will apply.
Students officially exempt from class attendance (as per Instruction No. 1/2017 of the Secretaría Xeral regarding exemptions in certain circumstances) will be assessed through a specific final exam, which will account for 100% of their grade.
For interactive session activities to be considered, students must be physically present in the classroom. However, mere attendance will not earn additional credit. Students who miss activities with a grading weight must provide justification (as per the Attendance Regulations for Official Undergraduate and Master’s Programs) to compensate their participation.
Competency Assessment
Continuous assessment: CB07, CB08, CB09, CB10, CG03, CG04, CG05, CG06, CG09, CG10, CT02, CT03.
Final exam: CG02, CE02, CE03.
An estimated 76.5 hours of personal work is required in addition to classroom hours.
The value of practical classes depends on students having previously reviewed and understood the theoretical concepts.
Maria Luisa Del Rio Araujo
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811634
- marisa.delrio [at] usc.es
- Category
- Professor: University Lecturer
| Thursday | |||
|---|---|---|---|
| 15:30-17:00 | Grupo /CLE_01 | Spanish | Classroom 13 |
| 17:00-18:30 | Grupo /CLIS_01 | Spanish | Classroom 13 |
| 01.14.2026 17:00-19:00 | Grupo /CLIS_01 | Classroom 13 |
| 01.14.2026 17:00-19:00 | Grupo /CLE_01 | Classroom 13 |
| 06.16.2026 17:00-19:00 | Grupo /CLIS_01 | Classroom 13 |
| 06.16.2026 17:00-19:00 | Grupo /CLE_01 | Classroom 13 |