Public University of Navarre



Academic year: 2024/2025 | Previous academic years:  2023/2024 
University Master’s degree in International Business at the Universidad Pública de Navarra
Course code: 710507 Subject title: International Marketing Mix
Credits: 3 Type of subject: Mandatory Year: 1 Period: 1º S
Department: Gestión de Empresas
Lecturers:
ARAMENDIA MUNETA, MARIA ELENA (Resp)   [Mentoring ]

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Module/Subject matter

Export operational marketing

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Contents

This course presents the main concepts of the Marketing Plan and the elaboration of a Marketing Global Strategy in an international context.

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General proficiencies

Not applicable.

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Specific proficiencies

Not applicable.

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Learning outcomes

RA14. Recognize the value creation potential of different digital marketing tools.

RA15.  Manage the relevant elements for designing the digital strategy of organizations in the international context.

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Methodology

Both theoretical and practical sessions will be developed to work on the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising).

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Evaluation

 

Learning
outcome		 Assessment
activity		 Weight (%) It allows
test resit 		Minimum
required grade
RA14. Recognize the value creation potential of different digital marketing tools. Exam 70% Yes Yes (5/10)
RA15.  Manage the relevant elements for designing the digital strategy of organizations in the international context. Individual and teamwork 30% No No
         
         
         

 

 

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Agenda

1. Introduction

2. Product Policy

3. Pricing Policy

4. Trade Policy

5. Promotion Policy

6. The Marketing Plan

7. The Global Marketing Strategy. International Market Entry Modes.

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Experimental practice program

Case-studies allow students to undestand the core principles of the marketing and how to establish main decisions  for creating and delivering customer value.

Both theoretical and practical sessions will be developed.

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Bibliography

Access the bibliography that your professor has requested from the Library.


Hollensen, Svend (2020). Global Marketing, 8th ed., Harlow (England): Pearson Education.

Kotler, Philip T. and Keller, Kevin Lane (2011). Marketing Management: Global Edition.

 

 

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Languages

English

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Location

Universidad Pública de Navarra. Campus Arrosadia

Professors who are not from UPNA:

  • Dori López

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