ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Student's work ECTS: 76.5 Hours of tutorials: 4.5 Expository Class: 13.5 Interactive Classroom: 18 Total: 112.5
Use languages Spanish, Galician
Type: Ordinary subject Master’s Degree RD 1393/2007 - 822/2021
Departments: Organisation of Companies and Commercialisation
Areas: Marketing and Market Research
Center Faculty of Business Administration and Management
Call: First Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
Awareness of the importance of international business for companies and formation of an active attitude towards the international market. Ability to manage the operations and information systems of the company. Knowledge and analysis of the international business environment and consequent reduction of perceived risk in international activity, training for international decision-making in conditions of uncertainty. Appreciation and understanding of international differences and elimination of the ethnocentric perspective. Knowledge of the strategic alternatives of the international company, as well as the tools of commercial action.
Unit 1. Firm internacionalization
Unit 2. International context
Unit 3. Market selection
Unit 4. Modes of entry
Unit 5: Product and brand strategy in international markets
Basic bibliography
Cerviño, Julio (2006): Marketing internacional. Nuevas perspectivas para un mundo globalizado, Editorial Pirámide.
Complementary bibliography
Alvarado, M y Martín, M. (2006) Publicidad y Cultura, Comunicación Social, Sevilla.
Cateora, P. y Graham, J. (2006) Marketing Internacional, McGraw Hill, México.
Czinkota, M. y Ronkainen, I. (2002) Marketing Internacional, McGraw Hill, México.
Durán, J.J. (2000) Estrategia y Economía de la Empresa Multinacional, Pírámide, Madrid.
García R. (2000) Empresas Españolas en los Mercados Internacionales, Esic, Madrid.
Guisado, M (2002) Internacionalización de la Empresa, Pirámide, Madrid.
Competences of the master to which the subject contributes:
Competences of the master to which the subject contributes:
CB07- That students know how to apply the knowledge acquired and their ability to solve problems in new or little-known environments within broader (or multidisciplinary) contexts related to their area of study.
CB08- That students are able to integrate knowledge and face the complexity of formulating judgments based on information that, being incomplete or limited, includes reflections on the social and ethical responsibilities linked to the application of their knowledge and judgments.
CB09- That students know how to communicate their conclusions –and the knowledge and ultimate reasons that support them– to specialized and non-specialized audiences in a clear and unambiguous way
CB10-
That students have the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.
CG02- Ability to have a strategic vision of business problems.
CG03- Ability to apply the acquired knowledge to the business reality.
CG04- Ability to solve problems in new or unfamiliar environments.
CG05- Ability to make management decisions in the field of the company in general and in particular of its different functions.
CG06- Ability to communicate information, ideas, business management problems -of a generic or specific nature- and proposed solutions.
CG09- Ability to identify, gather and interpret relevant data on issues related to business management.
CG10- Awareness of the social responsibility of the company.
CT02- Critical reasoning abilityt.
CT03- Capacity for analysis and synthesis.
CE02- Knowledge of the repercussions of internationalization.
CE03- Ability to understand markets and Marketing from a strategic perspective.
For the theoretical development of the course, the teaching approach covers different methodological alternatives and is also flexible: lecture combined with the analysis of articles, students’ exhibitions of theoretical aspects, critical comments, etc. The interactive sessions will deal with exercises and case studies.
Evaluation of this course will be based on an examination, the assessment of participation in both lectures and interactive sessions and the performance in the market research project.
Specifically, the course grade will be calculated by adding the following 2 ratings:
- Qualification obtained in an exam of theoretical content, which will contribute to 50% of the rating. The final exam will cover the entire program and include all material presented in class.
- Assessment of class participation throughout the course, which will contribute to 50% of the rating. Various exercises, case studies and other teaching materials will be assigned in class and will be collected by the teacher.
To pass the course it will be necessary (both in January and July) for the student to reach 40% of the possible score on the exam. Likewise, students must pass at least 75% of the tests proposed in the interactive sessions. In case of not reaching this percentage (75%), the final grade will solely be the mark obtained in the exam, which will be evaluated on 7 points scale, being necessary to obtain a 60% to pass the subject.
In cases of fraudulent performance of exercises or tests, the provisions of the Regulations for the evaluation of student academic performance and review of grades will apply.
Following the Instruction Nº 1/2017 of Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a specific final exam (100%). Exemption from attendance must be authorized in advance by the university.
The different competences will be evaluated through continuous evaluation and final exam:
Through continuous evaluation: CB07, CB08, CB09, CB10, CG03, CG04, CG05, CG06, CG09, CG10, CT02, CT03.
Through final exam: CG02, CE02, CE03.
In addition to the in-class work, 76.5 hours of student’s personal work are recommended.
The successful use of practical classes depends on the previous familiarization with theoretical concepts by student.
Sandra Castro Gonzalez
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 982824481
- sandra.castro [at] usc.es
- Category
- Professor: University Lecturer
| Tuesday | |||
|---|---|---|---|
| 16:00-17:00 | Grupo /CLE_01 | Spanish | Classroom 5 |
| 17:00-18:30 | Grupo /CLIS_01 | Spanish | Classroom 5 |
| 01.16.2025 17:00-20:00 | Grupo /CLE_01 | Classroom 5 |
| 06.17.2025 17:00-20:00 | Grupo /CLE_01 | Seminar 3 |