Guia docente 2012_13 Escuela de Negocios Caixanova

Contents

Topic	Sub-topic
1. SCOPE OF INTERNATIONAL MARKETING STRATEGY	1.1 International marketing strategy 1.2 International marketing environment 1.3 Understanding international marketing
2. INTERNATIONAL MARKETING IN THE GLOBAL ECONOMY	2.1 Company resources and capabilities 2.2 Analysis of international competitors 2.3 Culture values 2.4 Political economy 2.5 Public policy risk
3. PRODUCT AND BRAND STRATEGIES	3.1 Consumer products 3.2 Industrial products 3.3 Services 3.4 Building a global brand
4. INTERNATIONAL MARKETING OPERATIONS	4.1 Channel of international distribution 4.2 Pricing in international markets 4.3 Selling and negotiating 4.4 International marketing operations