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 Economics and Business Studies
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, J. (2006) Marketing Internacional: Nuevas Perspectivas para un Mercado Globalizado,
Pirámide, Madrid.
Complementary bibliography
Alvarado, M e Martín, M. (2006) Publicidad y Cultura, Comunicación Social, Sevilla.
Cateora, P. e Graham, J. (2006) Marketing Internacional, McGraw Hill, México.
Cerviño, J. (2002) Marcas Internacionales. Cómo Crearlas y Mantenerlas, Pirámide, Madrid.
Czinkota, M. e 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.
Llamazares, O. (2007) Cómo negociar con éxito en 50 países, Global Strategies S.L. Madrid.
CG02 - Ability to have a strategic vision of business problems.
CG03 - Ability to apply the knowledge acquired to business reality.
CG04 - Ability to solve problems in new or unfamiliar environments.
CG05 - Ability to make management decisions in the business field in general and particularly in its different functional areas.
CG06 - Ability to communicate information, ideas, business management problems - whether general or specific - and solution proposals.
CG09 - Ability to identify, gather, and interpret relevant data on issues related to business management.
CG10 - Awareness of the social responsibility of the company.
CB7 - That students know how to apply the knowledge acquired and their ability to solve problems in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of study.
CB8 - That students are able to integrate knowledge and face the complexity of making 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.
CB9 - That students know how to communicate their conclusions and the knowledge and reasons that support them to specialized and non-specialized audiences in a clear and unambiguous manner.
CB10 - That students possess the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.
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: CB02, CB03, CB04, CB05, CG03, CG04, CG05, CG06, CG09, CG10, CT01, CT03, CT04, CT06.
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.
Maria Luisa Del Rio Araujo
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811634
- marisa.delrio [at] usc.es
- Category
- Professor: University Lecturer
| Thursday | |||
|---|---|---|---|
| 15:30-17:00 | Grupo /CLE_01 | Spanish | Classroom 13 |
| 17:00-18:30 | Grupo /CLIS_01 | Spanish | Classroom 13 |
| 01.13.2025 17:00-19:00 | Grupo /CLIS_01 | Classroom 13 |
| 01.13.2025 17:00-19:00 | Grupo /CLE_01 | Classroom 13 |
| 06.24.2025 17:00-19:00 | Grupo /CLE_01 | Classroom 13 |
| 06.24.2025 17:00-19:00 | Grupo /CLIS_01 | Classroom 13 |