Global Marketing

About

UAM Summer School of Economics and Business is a perfect opportunity to earn ECTS credits during the Summer Term. It is an exclusive 4-week program that comprises some of the University regular high-quality courses, all taught in English by Faculty’s top professors. The Summer School brings together students from all over the world in a truly international environment. The academic content is combined with social and cultural events, as well as academic field trips, which are not offered during the regular semesters.

The Program of SSEB is divided into an Economics Track and a Business Track, each composed of 2 courses. Students can register for one or two courses, and earn 6 or 12 ECTS credits respectively.

1. Economics Track:
- Environmental Economics & Policy Analysis
- International Finance

2. Business Track:
- Global Marketing
- Doing Business in Spain

3. Mixed Track: one course from the Economics Track and one course from the Business Track.

Global Marketing contents: The course is divided in nine inter-related topics structured according to the main decision phases that firms face during the global marketing process:

01. Introduction to International Marketing

02. Cultural Environment

03. Political and Economic Environment

04. International Market Selection (IMS) Process

05. International Market Segmentation

06. Foreign Market Entry Modes

07. Global Product and Price Decisions

08. Global Distribution and Communication Decisions

09. Organization and Control of the Global Marketing Program

Course leader

Prof. Dr. Jean-Philippe Charron

Target group

The SSEB is especially designed for students from the fields of Economics and Business. However, Global Marketing may also be of interest for students coming from other fields.
Bachelor’s degree graduates may also apply (professionals, master students...).
A good command of English language (minimum B2 level) is a general requirement for all applicants, but you don't need to send proof of English level.

Course aim

Global Marketing will provide the participating students with a decision-oriented framework for the development and implementation of global marketing programs. Consequently, students will learn to analyze, select, and implement appropriate conceptual frameworks pertaining to five broad management decisions related to global marketing management: Whether or not going International; deciding which market to enter; deciding how to enter a foreign market; designing the global marketing program; and implementing and coordinating the global marketing program. At the end of the course, students will be better equipped to understand how firms can achieve international competitiveness by designing, implementing, and controlling global marketing programs.

Fee info