International Marketing Managers, Global Marketing Leads, Global Liaison Managers, International Business Managers, or similar titles, are key positions within any international organization to carry out Marketing or Business plans at international level. The main goals of these positions pursue clear objectives: understand international scenarios, the factors affecting their organisations and management under a multicultural approach together with social, legal and political aspects and regulations, all together under specific economic situations.

The first session will overview the fundamentals related to international markets, clarifying terms, solving first questions, with a general overview of global Marketing. This session will introduce you to the structure of the module, practical methodology to be used, the assessment method and your role-play as Junior Global Marketing Manager to be performed along the module.

This session will provide students with the arguments about why settling a process for the internationalization of businesses and all the key aspects will threaten the plan along the stages of this process. It implies as well, going through the capacity of the company to adjust their objectives and tactics according with the milestones taking place along the way. Even so, the students will see how several patterns can be identified to help them through the planning. On top of this the development of world institutions plays an important role in terms of order and arbitration.

This session will facilitate the understanding of how some important international organizations regulate some international decisions in the global trade market dealing with the global rules of trade between nations, ensuring that trade flows as smoothly, predictably and freely as possible, the stability of the international monetary system -system of exchange rates and international payments that enables countries and their citizens- to transact with each other, providing loans to countries for capital programs.

This session will facilitate a general understanding of how customer behaviour may influence remarkably in market plans taking into account a wide range of characteristics related to specific social habits or cultural inheritance. At the same time they will have the chance to compare these aspects across regions.

This session will show students one of the variables that could be the most unstable depending on the political changes in every country and region, which could affect agreements among nations, so that they will understand the importance of government policies and the risks we are facing before changes that could make change the rules of international trade. From another point of view they will see how countries with a higher political vulnerability require a higher level of adaptation and the implications that this fact brings to the rest of nations regarding their international trade interests, no matter if they have agreements among them. This session will be used as well for the In-Class Exercise, in which every student will have to do an online exercise in class consisting of 10 multiple-choice questions covering the learning acquired up-to-date, as it is explained previously above.

This session will go through some methods, regulations, and legal aspects when carrying out international trade at global level taking into account as well specific areas that are key aspects at local level. This scenario make the planning more complex when trying to internationalize any company because it obliges you to adjust the current standards, highlighting the rights and obligations of the parties and stakeholders involved in the international trade, since the legal procedures of each country differ. The session will include the complexity when disputes arise between nations and parties or between parties residing in or doing business in different countries.

This session is focused on the obvious need of carrying our techniques of data research from the markets we want to entry or simply evaluate as potential customers or partners in a similar way we gather data from different segments in our local market to plan strategies and tactics. Moreover, the students will understand how the information systems could not only work at local level but they could as well be structured to face global data management with many possibilities under the business intelligence perspective to ensure an effective marketing and commercial effectiveness.

This session will evaluate the development of the main big regions in the world under an economical perspective applied to international trade, identifying the most important points to be taken into account when carrying out international business in those areas of the world. This session will be used as well for the In-Class Exercise, in which every student will have to do an online exercise in class consisting of 10 multiple-choice questions covering the learning acquired up-to-date, as it is explained previously above.

This session will analyze two different areas. Firstly, the practical approach to enter or reject a market, by means of several well established techniques. Secondly, the implications of offering an international service or product and their implications in our planning from local to global level.

This session will be focused on two key elements of marketing when implementing international market plans: the logistics and the pricing, which acquire an extremely higher dimension at international level, depending on many variables when planning strategies and tactics, as the decision making process needs a complex evaluation of variables which are independent from one country to another.

This session will give students an update review about how technology is positively influencing the way of doing business internationally, and how it contributes to the efficiency of many parts of the processes involved in the international trade. The session will connect the aspects regarding with the communication, promotion, and advertising at international level with the usage of the technology applied to them.

The session will be a general overview of the international global marketing process from planning and organization when a product or service is being offered to a multicultural target of consumers, evaluating different types of business. This session will be used as well for the In-Class Exercise, in which every student will have to do an online exercise in class consisting of 10 multiple-choice questions covering the learning acquired up-to-date, as it is explained previously above.

This session will be a continuation of the previous one, but adding new elements in the process such as negotiation aspects related to the stakeholders involved in the processes.

This session will be used for the final-term assessment preparation and questions/doubts review, following the guidelines established in section 8. Every student must present his/her International Market Plan for the given company. Students will receive feedback from the module leader after their presentations and they will incorporate the feedback into their final plan.