Guia docente 2023_24 Instituto de Educación Superior Intercontinental de la Empresa (IESIDE)

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 of international companies. 2.2 Analysis of international competitors 2.3 Culture values 2.4 Political economy and its influence on International Marketing 2.5 Public policy risk for international companies
3. PRODUCT AND BRAND STRATEGIES	3.1 Consumer products 3.2 Industrial products 3.3 Service products 3.4 Building and communicating the 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 Decision making in international marketing operations