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 Business Administration and Management
Call: First Semester
Teaching: Sin docencia (Extinguida)
Enrolment: No Matriculable | 1st year (Yes)
The importance of international operations and the constant changes that take place in companies´ international environment make necessary education and training of women and man who need to be aware about specific features of such international environment, as well as have knowledge about the ways to analyze the international environment to make suitable decisions to its requirements. This is the main purpose of the subject International Marketing, trying to explain those strategies and policies which have been successful in certain conditions, as well as to train students in the decision making process under complex and uncertain conditions, similar to those conditions of the real practice.
Unit 1. Firm internacionalization
Unit 2. International context
Unit 3. Market selection
Unit 4. Modes of entry
Unit 5: Product and brand strategy in international markets
Basic bibliography
Cerviño, Julio (2006): Marketing internacional. Nuevas perspectivas para un mundo globalizado, Editorial Pirámide.
Complementary bibliography
Alvarado, M y Martín, M. (2006) Publicidad y Cultura, Comunicación Social, Sevilla.
Cateora, P. y Graham, J. (2006) Marketing Internacional, McGraw Hill, México.
Czinkota, M. y 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.
Competences of the master to which the subject contributes:
CX2. Ability to have a strategic vision of business problems.
CX3. Ability to apply the acquired knowledge to the business reality.
CX4. Ability to solve problems in new or unfamiliar environments.
CX5. Ability to make management decisions in the field of the company in general and in particular of its different functions, in situations of incomplete information.
CX7. Ability to communicate information, ideas, business management problems and solution proposals, using both verbal and written language and presentation techniques, to specialized and non-specialized audiences.
CX 10. Ability to identify, gather and interpret relevant data on issues related to business management.
CX11. Ability to continue with autonomous learning.
CX12. Awareness of the social responsibility of the company.
CE3. Knowledge of the repercussions of internationalization.
CE4. Ability to understand markets and Marketing from a strategic perspective.
CE7. Ability to manage the operations and information systems of the company.
CT1. Ethical sense of management and business management.
CT3. Capacity for analysis and synthesis, planning and organization.
CT6. Ability to integrate and work in teams of diverse composition.
Competences of the subject:
CM1. Awareness of the importance of international business for companies.
CM2. Formation of an active attitude towards the international market.
CM3. Knowledge and analysis of the international business environment and consequent reduction of perceived risk in international activity.
CM4. Assessment and understanding of international differences and elimination of the ethnocentric perspective.
CM5. Knowledge of the strategic alternatives for the international firm.
CM6. Knowledge of commercial tools.
CM7. International decision making in conditions of uncertainty.
For the theoretical development of the course, the teaching approach covers different methodological alternatives and is also flexible: lecture combined with the analysis of articles, students’ exhibitions of theoretical aspects, critical comments, etc. The interactive sessions will deal with exercises and case studies.
An adapted normality scenario will be established, with synchronous face-to-face and interactive teaching and face-to-face or virtual tutorials, preferably through the application USC MS'Teams.
Evaluation of this course will be based on an examination, the assessment of participation in both lectures and interactive sessions and the performance in the market research project.
Specifically, the course grade will be calculated by adding the following 2 ratings:
- Qualification obtained in an exam of theoretical content, which will contribute to 50% of the rating. The final exam will cover the entire program and include all material presented in class.
- Assessment of class participation throughout the course, which will contribute to 50% of the rating. Various exercises, case studies and other teaching materials will be assigned in class and will be collected by the teacher.
To pass the course it will be necessary (both in January and July) for the student to reach 40% of the possible score on the exam. Likewise, students must pass at least 75% of the tests proposed in the interactive sessions. In case of not reaching this percentage (75%), the final grade will solely be the mark obtained in the exam, which will be evaluated on 7 points scale, being necessary to obtain a 60% to pass the subject.
The evaluation procedures and instruments will be carried out in an adapted normality scenario.
In cases of fraudulent performance of exercises or tests, the provisions of the Regulations for the evaluation of student academic performance and review of grades will apply.
Following the Instruction Nº 1/2017 of Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a specific final exam (100%). Exemption from attendance must be authorized in advance by the university.
The different competences will be evaluated through continuous evaluation and final exam:
Through continuous evaluation: CX3, CX4, CX5, CX7, CX10, CX11, CX12, CE3, CE4, CE7, CT1, CT3, CT6, CM1, CM2, CM3, CM4, CM7.
Through final exam: CX2, CE3, CE4, CE7, CT3, CM3, CM4, CM5, CM6.
In addition to the in-class work, 76.5 hours of student’s personal work are recommended.
The successful use of practical classes depends on the previous familiarization with theoretical concepts by student.
CONTINGENCY PLAN
The following adaptations will be applied in the sections TEACHING METHODOLOGY and LEARNING ASSESSMENT SYSTEM to each alternative scenario according to the indications of the competent administration and the USC.
TEACHING METHODOLOGY
The sessions will take place in the established class schedules as follows in each alternative scenario:
SCENARIO 2 (DISTANCING):
- Theoretical class: in-person and/or online (preferably synchronous, through the USC virtual campus and/or the USC corporate platform MS'Teams).
- Interactive class: in-person and/or online (preferably synchronous, through the USC virtual campus and/or the USC corporate platform MS'Teams).
- Tutorials: online (through the USC MS'Teams corporate platform).
SCENARIO 3 (CLOSING OF FACILITIES):
- Theoretical class: online (preferably synchronous, through the USC virtual campus and/or the USC MS'Teams corporate platform).
- Interactive class: online (preferably synchronous, through the USC virtual campus and/or the USC corporate platform MS'Teams).
- Tutorials: online (through the USC MS'Teams corporate platform).
LEARNING ASSESSMENT SYSTEM
The evaluation using the instruments established in this section will be carried out on the dates set out in the final exams calendar and within the schedules established as follows in each alternative scenario:
SCENARIO 2 (DISTANCING):
- Final exam (theoretical and practical): in-person or online (through the USC virtual campus and/or the USC corporate platform MS' Teams).
- Ongoing assessment: online submission (through the USC mail/virtual campus) and in-person or online presentation (through the USC corporate platform MS' Teams).
SCENARIO 3 (CLOSING OF FACILITIES):
- Final exam (theoretical and practical): online (through the USC virtual campus and/or the USC corporate platform MS' Teams).
- Ongoing assessment: online submission (through the USC mail/virtual campus) and online presentation (through the USC corporate platform MS' Teams).
Zaira Camoiras Rodríguez
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- zaira.camoiras [at] usc.es
- Category
- Professor: LOU (Organic Law for Universities) PhD Assistant Professor
| Tuesday | |||
|---|---|---|---|
| 16:00-17:00 | Grupo /CLE_01 | Spanish | Classroom 5 |
| 17:00-18:30 | Grupo /CLIS_01 | Spanish | Classroom 5 |
| 01.18.2022 17:00-20:00 | Grupo /CLE_01 | Classroom 5 |
| 06.29.2022 17:00-20:00 | Grupo /CLE_01 | Classroom 5 |