Course Details
Country:
Spain
Institution:
Mason-Led: Granada Semester Experience
Course Title:
International Marketing
Course Number:
Course Description:
With this subject, students will become familiar with issues such as the process through which internationalization takes place, strategies for entering international markets, the process of selecting target international markets, the process of segmentation and positioning in international markets, and decisions regarding the standardization-adaptation of the international marketing mix. In addition, the purpose of this subject will be for students to understand/know:
-The concept of international marketing and its role in the context of global markets.
-The socio-economic, political-legal, cultural, technological and competitive dimensions of the current international scenario, as well as its potential impact on the development of the international marketing strategy.
-The different views on the process of internationalization of the company, as well as the main driving factors and obstacles to internationalization. The process of segmentation and international positioning and the definition of the international expansion strategy.
Language:
Spanish
Approved Equivalent:
SPAN 3--
