Guia docente 2013_14 E. U. de Estudios Empresariales

Contents

Topic	Sub-topic
Introduction	Global and international marketing
Strategies of internationalisation	Internationalisation decission process. Assessment of the international marketing environment. Entrance ways in external markets. Dimensions of the international marketing program.
Segmentation and positioning	Segmentation of international markets. Strategy of positioning. Types of positioning.
Protocol in the international businesses	Relations, social uses and image. Protocol in the businesses: practice.
Strategies of marketing in the international market	International politics of product. The international brand: development, identity and value. Commercial promotion in the internationalisation. Politics of prices. Distribution, retailing and sales team decisions.