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International Marketing Strategies (19CI25250)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Sec: A Lluís Ferran Blanch Colino Marketing ENG

Group Teacher Department Language
Sec: B Lluís Ferran Blanch Colino Marketing ENG


This course investigates marketing techniques and programs as developed and implemented on multinational scale. It evaluates marketing strategy formulation and execution, decision-making processes in multiple countries and regions simultaneously. It emphasizes the extent of standardization and adaptation of marketing programs across several countries and the selection of appropriate entry and development strategies for foreign markets. The course puts particular emphasis in developing an open mindset to examine global/multinational/local opportunities and develop business and marketing strategies that leverage investments, knowledge and experience across different countries. The course will examine international marketing opportunities not only for large and small companies but also in regions and countries at various economic development stages.

Previous Knowledge

Basic Marketing principles and Strategic Marketing Knowledge


International Marketing Strategies aims to study how companies interested in entering international markets and/or expanding their activities abroad should go about designing, developing, implementing and monitoring their marketing strategies.
The course is based on the assumption that the course participants have some knowledge of basic marketing concepts and tools as well as of international management and basic analytical skills.

Course Learning Objectives

Student will be exposed to a broad range of decision-making issues in international marketing strategy formulation and execution. The target audience of this course is the advanced level graduate students who seek a career in management/marketing consulting and global marketing management. Thus, our goals for this course are:
- to gain deeper understanding of the issues in global and international marketing strategy,
- to develop skills to define and solve strategic marketing issues in the context of global and international business challenges and opportunities, and
- to become able to ask right strategic questions and provide sound strategic alternatives.
To achieve these goals, we pay particular attention to:
- Providing the students with the foundation of and advanced thoughts in global and international marketing management,
- Developing an understanding of the scope, nature and role of global and international marketing strategy as a means to achieve corporate, business, and brand-level strategy execution, and
- Exposing the students to widely used conceptual and analytical tools to understand and analyze global and international marketing decision situations from a senior manager's perspective.


1. Introduction to International Marketing

2. Analysis of the International Marketing Environment

3. International Ressearch & Where to enter.

4. When to enter? Entry Stage

5. Entry Strategies & International Segmentation

6. International Brand Management & Product definition.

7. International Pricing and Distribution decisions.

8. International Communication & Organization.

9. Wrap-up & Individual Exercise (TBD)

Relation between Activities and Contents

1 2 3 4 5 6 7 8 9
Weekly group reports on case studies and peer evaluation                  
Individual participation in class                  
Final exercise (exam) (TBD)                  


A variety of teaching methods will be used in order to meet the course objectives:

- The case method will be used as the basis for class discussions, to illustrate applications of the strategies analysed and simulate decision-making in international marketing. Real and current case studies will be discussed in the course.
- Marketing faculty will lecture on key aspects of international marketing management.
- Tutorials will be provided upon request.
- Students will be divided into groups and required to analyse and prepare report on each of the case studies to be discussed in class. Contributions to case discussions and active participation in classes will account for an important part of their final grades.
- A selected list of recommended readings will be available to complement regular course assignments.



Description %
Weekly group reports on case studies and peer evaluation 50
Individual participation in class 20
Final exercise (exam) (TBD) 30

Assessment criteria

Policies and Evaluation

Course participants are expected to read and prepare their assignments, including case studies, textbook and other readings as indicated. The assignments have to be delivered on the due dates through the course web page (Moodle). No late submissions will be allowed. Participation in class and in the forum discussions is strongly recommended and contributing to class discussions accounts for an important part of the grade. Group work is an essential part of the course activities. Plagiarism and cheating are violations of the MSc Programme Regulations. Class participation grading will be the sum of the assistance, comments in class and judgment of the professor.

It is the responsibility of each course participant to assure that they receive the course materials and assignments in time to comply with deadlines. When a delay occurs, course participants must get in touch with the professors and work out a solution.

Grading System

The final grade will be based on the following:

1. Continuous evaluation:
- Weekly group reports on case studies and peer evaluation: 50% (Competences: Teamwork and collaboration; Strategic Thinking and Systemic Thinking)
- Individual participation in class: 20% (professor criteria, interesting comments and class attendance).

2. Final exercise (exam): 30% (Competence: Strategic Thinking and Systemic Thinking). (TBD)

Case assignments: They are an important part of the final grade. All cases have to be prepared in groups prior to the class and a 3-page report has to be turned in before the case discussion starts. Discussion questions will be given to direct the case discussion and to help course participants identify some issues from the case. Peer evaluation allows team members to assess other members of their teams and faculty members to adjust the grades based on each participant contribution to the group work.

Participation (in class and in forum discussions): A minimum class attendance of 80% is required to pass the course. Please also note that contribution is not equivalent to the quantity of contribution. The quality of what is said and the quality of one's listening and responsiveness to others are also important components for the evaluation of class participation.

Final exercise (exam): The exam will be based on class contents and discussions. Course participants will be given all information about the exam at least one week before the exam. Please note that in order to earn a passing grade in the course a minimum of 40 points (out of 100) in the final exam will be required. (TBD)


- Cateora, Philip R. and John L. Graham "International Marketing"McGraw-Hill/Irwin (15th Edition, 2011)
- Czinkota, Michael R. and Ilkka A. Ronkainen "International Marketing"Thomson/South-Western (10th Edition, 2013)
- Hollensen, Svend "Global Marketing: A Decision-Oriented Approach"Financial Times Press (5th Edition, 2010)
- Keegan, Warren J. and Mark Green ¿Global Marketing Management", Prentice Hall - Pearson Higher Education (7th Edition, 2013)
- Kotabe, Masaaki and Kristiaan Helsen "Global Marketing Management"John Wiley & Sons (5th Edition, 2010)
- Terpstra, Vern; Jim Foley and Ravi Sarathy "International Marketing" Naper Publishers (10th edition, 2011)

Electronic copies of the required readings will be available to the course participants in the course web page

Timetable and sections

Group Teacher Department
Sec: A Lluís Ferran Blanch Colino Marketing

Timetable Sec: A

Group Teacher Department
Sec: B Lluís Ferran Blanch Colino Marketing

Timetable Sec: B