Guías Académicas




Curso 2023/2024

1. Datos de la asignatura

(Fecha última modificación: 18-04-23 17:06)
Segundo Semestre
Administración y Economía de la Empresa
Plataforma Virtual

Campus Virtual de la Universidad de Salamanca

Datos del profesorado

Eva Lahuerta Otero
Fac. Economía y Empresa
Administración y Economía de la Empresa
Comercialización e Investigación de Mercados
Horario de tutorías
Cita previa por email

2. Sentido de la materia en el plan de estudios

3. Recomendaciones previas

Please note that this is a course taught and evaluated 100% in English. Besides an acceptable level of both spoken and written English (minimum of B2 level is recommended), students must have knowledge of:

  • Marketing fundamentals
  • Consumer behavior
  • Market Research
  • Business Administration and International Trade

4. Objetivo de la asignatura

- Students will understand the role of marketing in international business management, i.e. its content, scope and applications in business decision making

- Students will know and use the different sources of information and the different tools that international marketing provides to make the company international.

- Students will analyze the dynamic and changing international environment and its different conditioning factors at the time of global expansion

- Students will adjust the marketing mix variables to an international context

- Students will be able to develop a basic international marketing plan

5. Contenidos


- Introduction and fundamentals of international marketing

- The analysis of the international and domestic environments

- The company's international expansion

- Research and selection of foreign markets

- Ways to enter foreign markets

- The International Marketing-mix

- The international marketing plan

6. Competencias a adquirir

Básicas / Generales.

CB1. Students must show that they have acquired and understand the knowledge in the field of study that builds on general secondary education and is at a level that, while being based on advanced textbooks, also includes some aspects that come from the forefront of its field of study.

CB2. Students must know how to apply their knowledge to their job or career in a professional way, and they must own the skills that are exhibited by developing and defending arguments and by solving problems within their field of study.

CB3. Students must be able to collect and interpret relevant data (usually within their field of study) to express an opinion that is based on careful thoughts about relevant topics from a social, scientific or ethic perspective.

CB4. Students must be able to convey information, ideas, problems and solutions to specialists and non-specialists.

CB5. Students must develop the learning skills that are required to undertake further studies with a high degree of independence.

CG1. The student must show skills for abstract thinking, analysis and synthesis.

CG2. The student must show skills to apply knowledge in practical situations.

CG3. The student must show skills to plan and manage time.

CG4. The student must show knowledge and understanding of the fields of study and understanding of the job.

CG6. The student must show skills to communicate in a second language.

CG7. The student must show skills in the use of information and communication technologies.

CG8. The student must show skills to conduct research at a certain level.

CG9. The student must develop skills to learn independently.

CG10. The student must show skills to investigate, treat and analyze information from a variety of sources.

CG11. The student must show skills to be critical and self-critical.

CG12. The student must be able to adapt and react to new situations.

CG14. The student must have skills to identify, pose and solve problems.

CG15. The graduate must be able to make reasoned decisions.

CG16. The student must show skills for team work.

CG20. The student must show appreciation of and respect for diversity and multiculturalism.

CG21. The student must have skills to work in an international context.

CG22. The student must show skills to work independently.


CE1. The student must be able to analyze and structure a problem of a company and to design a solution (e.g., entry in a market).

CE2. The student must be able to audit an organization and to design plans (e.g., tax law, investment, case studies).

CE3. The student must be able to define criteria according to which the company is defined and to link the results with the analysis of the environment to identify prospects (e.g., SWOT, internal and external value chain).

CE4. The graduate must be able to identify and use the appropriate software.

CE5. The graduate must have skills to design and implement information systems.

CE6. The student must be able to identify and use appropriate tools (e.g., market research, statistical analysis, comparison of ratios).

CE7. The student must be able to identify problems related to ethics and culture, and to understand their impact on business organizations.

CE9. To be able to identify the functional areas of an organization and their interrelation (e.g., production, marketing, finance, human resources).

CE10. The student must be able to identify the impact of micro and macroeconomic elements in business organizations (e.g., financial and monetary system, internal markets).

CE13. The graduate must understand the details of the roles of businesses, firms, geographical regions, size of firms, business sectors and to link them to basic theories and knowledge.

CE14. The student must understand existing and new technologies, and their impact on new markets.


The specific and transversal skills that will be developed in this course help the student to acquire those established in the Business Administration Module. The list is included in the Verified Program of the Bachelor Degree in Business Administration and Management

7. Metodologías

This course will use a variety of teaching-learning methodologies such as case study method, oral presentations, group projects, individual assignments, group presentations, gamifications tests, evaluation tests, written assignments etc.

8. Previsión de Técnicas (Estrategias) Docentes

9. Recursos

Libros de consulta para el alumno.

  • Cateora, P. R., Gilly, M. C., & Graham, J. L. (2020). International marketing. Boston: McGraw-Hill Irwin.18th edition

    Hollensen, S. (2016). Global marketing: A decision-oriented approach. Harlow: Financial Times Prentice Hall. 7th edition

    Hollensen, S. (2020). Global marketing. Harlow: Financial Times Prentice Hall. 8th edition

Otras referencias bibliográficas, electrónicas o cualquier otro tipo de recurso.

Cateora, P. R., Gilly, M. C., & Graham, J. L. (2014). Marketing internacional. McGraw Hill, 14 edición.

García-Lomas, O. L. (2013). Marketing internacional. Global Negotiator.

García-Lomas, O. L. (2013). Casos de Marketing internacional. Global Negotiator.

Keegan, W. J., & Green, M. C. (2009). Marketing internacional 5ed. Pearson.

Fernández, J. C. (2006). Marketing internacional: nuevas perspectivas para un mercado globalizado. Ed. Pirámide

Hollensen, S., & Arteaga, J. (2010). Estrategias de marketing internacional. Pearson Spain.

Hollensen, S. (2016). Global Marketing, 7/E, Pearson.

10. Evaluación

Consideraciones generales.

Class attendance is compulsory and therefore does not count to calculate the final grade. If attendance is not at least 85%, the student will not be entitled to the continuous assessment grade.

60% of the final mark corresponds to the final exam and the remaining 40% to the continuous assessment mark. A minimum mark of 5 out of 10 in the final exam will be necessary to pass the course and to incorporate the grade from the continuous assessment.

Criterios de evaluación.

Continuous assessment will be graded on the basis of:

  • Case studies solution
  • Group projects
  • Group presentations
  • Evaluation controls
  • Proposed exercises.
  • Effective participation of the student in class.

The final exam will be a test.

Instrumentos de evaluación.

Group projects, oral presentations, group assignments, evaluation tests and any others that could be relevant.

Recomendaciones para la evaluación.

It is recommended a continuous study of the contents of the course, attending the classroom sessions, and doing the suggested readings and assignments BEFORE the face-to-face session in order to be able to solve the case studies and participate effectively in the discussion.

Recomendaciones para la recuperación.

Only the final test of the course, which has a weight of 60% in the total grade of the course, will be eligible for recovery.

The same principles and criteria than in the first attempt apply.