69965 - International Marketing (in Buenos Aires In Spanish)

Learning outcomes

At the end of the course students are able to analyse international product markets from the perspective of Italian and European companies both in consumer good and industrial markets. Students are able to define entry strategies and management of steady state markets at the international level. The perspective of both small and medium sized firms and large firms is discussed.

Course contents

CONTENTS:

1. Introduction to the concept of international marketing
   1. The spectrum of international marketing
   2. Development of the concept of global brand
   3. Examples of global brands
   4. Synergies of global brands
   5. Marketing manager profile
2. The spectrum of international marketing
   1. The product
   2. The price
   3. Promotion (communication)
   4. Channels
   5. Market research
   6. Political forces
   7. Economic climate
   8. Cultural forces
3. Culture and international marketing
   1. Definition of culture
   2. Origins, elements and consequences of culture
   3. Culture and its influence on international marketing
   4. Examples of cultural manifestations in Europe and Latin America
4. Global competition and local competition
   1. Defining strategic competition
   2. Broad definition of local competition
   3. Examples of local competitors in consumer markets
   4. Competitive analysis of the market
5. Market research
   1. Development of the concept of insight
   2. The senses, the brain and the brands
   3. The expanded purchasing process
   4. Types of market research
   5. Market research tools
6. Brand communication
   1. Global advertising
   2. Examples of global brand communications
   3. Key to efficient communication brand: advertising brief
   4. Evaluation of brand communication strategies
   5. Exercise: the process of briefing and the creative process
   6. Agency-client interaction
   7. Advertising evaluation criteria
   8. Analysis of current Italian TV commercials
   9. The communication strategy and media
7. Marketing Service
   1. The 4 Cs of Marketing
   2. Brand equity in service companies
   3. The product- service mix
   4. Marketing structure in business services
8. Packaging
   1. The primary role of packaging
   2. The packaging and 4 Ps
   3. Packaging and value of the product
   4. Packaging and brand
   5. The packaging and the point of sale
   6. Packaging and commercial efficiency
   7. The packaging and its environmental role
   8. Examples of global packagings
9. Definition of prices in international marketing
   1. Global / regional pricing strategies
   2. Main roles in defining prices
   3. Internal and external factors that influence the price definition
   4. Degree of influence of producers and retailers in final prices
10. Distribution channels
    1. Dynamics of modern distribution
    2. Structures and processes of local activation and distribution
    3. The route to the market: the concept of retail and connectors channels
    4. Construction of the shelf price
    5. Margins in the distribution chain
    6. The importance of the POP
    7. Description of demand drivers
    8. Physical and weighted distribution

Readings/Bibliography

Compulsory literature:

1) INTERNATIONAL MARKETING - Phillip R. Cateora, MARY C.GILLY, JOHN L. GRAHAM - 14th edition - LANGUAGE: SPANISH

2) INTERNATIONAL MARKETING - THEORY AND 50 CASE - HYUN KIM Sook Lee - CENGAGE LEARNING / THOMSON INTERNATIONAL - ISSUE: 2009 | LANGUAGE: CASTILIAN

3) INTERNATIONAL MARKETING FRANK BRADLEY; HAYDEE CALDERON GARCIA (TUE.) - CLARA EUGENIA RIVERA RODRÍGUEZ, (TR.) - PEARSON ALHAMBRA - ED 1st, 4th IMP (09/2006) - LANGUAGES:.. SPANISH

4) OTHER CURRENT PAPERS INCLUDED BY THE PROFESSOR

Teaching methods

Traditional lectures - IOL

Assessment methods

Evaluation Mode:

Students will be evaluated according to the following criteria:

• Partial Tests (40%)
  • First partial exam, mid course: March 31, 2020
  • Second partial exam: June 2, 2020
• Class attendance and active participation (40%)
• Business Plan together with UADE (20%)
  • Students will complete a Business Plan with UADE students in teams of approximately 6 people. They must submit a written document before the May 10, 2020 and orally defend it on May 14, 2020.

Teaching tools

Cases, exercises and videos will be discussed in class. Students will sometime be asked to read a specific case study before class.

Office hours

See the website of Diego Carlos Forrester