International Business Management

Teaching-learning methodologies (TLM) adopt an active approach, integrating theory and practice to develop skills in international
management and marketing.
TLM1 Expository and interactive classes: Introduce fundamental concepts and promote discussion based on contemporary examples, case
studies and global news (LO1, LO2).
TLM2 Case studies: Allow critical analysis of real situations, focusing on entry, segmentation and positioning strategies in international
markets (LO2, LO3).
TLM3 Group work:G Develop projects applied to international contexts, such as the preparation of strategic plans and marketing campaigns
(LO3, LO5).
TLM4 Reading and analysis of scientific articles: Encourages autonomous research and critical reflection on emerging topics, such as
sustainability and digital transformation (LO4, LO5).
TLM5 Practical workshops: Enable students to apply analytical tools, such as PESTEL, and explore trends in international marketing (LO4,
LO6).
TLM6 Oral presentations: Develop communication and argumentation skills, essential for intercultural negotiation and management (LO3,
LO6).
These methodologies are linked to the pedagogical model, promoting active learning, collaboration and autonomy, while ensuring the
practical application of the knowledge acquired.

Learning Objectives (LO)
LO1 Define the fundamentals of international management (IM) and global value chains
LO2 Identify risks and opportunities in international markets based on research
LO3 Evaluate and implement global market entry strategies
LO4 Analyze macroeconomic, political and sociocultural impacts on business
LO5 Develop sustainable and innovative international strategic plans
LO6 Create international marketing strategies focused on product, price and communication
Skills/Abilities/Aptitudes (S)
S1 Analyze global markets and value chains using international management concepts (LO1, LO2)
S2 Develop strategies for entry and intercultural negotiation in global markets (LO3)
S3 Assess risks and apply tools such as PESTEL analysis (LO4)
S4 Develop sustainable strategic plans for international business (LO5)
S5 Design innovative international marketing campaigns (LO6)

1 Fundamentals of IM
1.1 Differences between mk and management in global contexts
1.2 Global value chains and their strategic importance
2 Analysis of International Markets
2.1 Market research and global competition
2.2 International segmentation and positioning
3 Internationalization Strategies
3.1 Entry modalities: export, partnerships and direct investment
3.2 Adaptation vs. standardization of global strategies
3.3 Intercultural negotiation and international relations management
4 Macroeconomic and Competitive Environment
4.11 Tools for risk and opportunity assessment (PESTEL)
4.2 Digital transformation in the global competitive environment
5 International Business Management
5.1 Strategic planning and management of global acti.
5.2 Sustainability and ESG applied to IM
6 International Mk
6.1 Development of 4P strategies
6.2 Digital communication and branding in multicultural markets
6.3 Innovation and competitiveness in global mk

NAO