Commercial Management in Internacional Marketing

The teaching and learning methodologies (TLM) of this course are aligned with a pedagogical model centred on the integrated development of theoretical knowledge and practical skills, promoting active, collaborative learning and oriented towards solving real problems in the global market.

TLM1. Theoretical Lectures: Theoretical sessions introduce the fundamental concepts and global trends (LO1, LO2), providing a solid foundation in commercial management. The use of practical examples, case studies, and discussion of current trends ensures that the content is relevant and up-to-date, stimulating students’ critical analysis and strategic thinking

TLM2. Practical classes with case studies:  Practical classes are geared towards applying the knowledge acquired to the analysis of international markets and successful strategies (LO3). Activities such as scenario analysis, business decision simulations, and group exercises help students experience real situations, strengthening their problem-solving, collaboration, and decision-making skills in dynamic contexts

TLM3. Group work: Promotes critical thinking and the development of innovative business plans (LO4, LO5).  Practical teamwork is a fundamental pillar of the methodology, encouraging the development of interpersonal skills, project management, and the application of theoretical concepts to concrete cases. Students are challenged to identify problems or opportunities in the field of commercial management, proposing innovative solutions and effective strategies. The step-by-step approach simulates professional scenarios and promotes autonomy, creativity, and effective communication. Close monitoring by the lecturer ensures that students receive guidance throughout the process, with constructive feedback at each stage of the work. This allows for continuous adjustments and improvements, promoting reflective, student-centred learning. Presenting work in class or to external audiences promotes communication skills, argumentation, and professional interaction, preparing students for real challenges. The possibility of disseminating projects at conferences or to potential stakeholders reinforces integration with the market and encourages the creation of professional networks. The teaching model uses digital tools to support learning, encouraging the use of collaborative platforms, data analysis, and digital marketing strategies, which are essential in an interconnected global market.

TLM4. Practical simulations: Reproduce business decisions in multicultural scenarios (LO5)

These methodologies articulated between theory and practice, provide students with a holistic education, linking academic knowledge to market demands. This alignment ensures that students develop technical, strategic, and interpersonal skills, preparing them to act successfully in challenging and globalized professional environments.

In this era of global transformation, this CU enables students to understand and operate in dynamic international markets, where companies need to be agile and adaptable to compete in global markets.

Learning Objectives (LOs):

LO1 Analyze challenges and opportunities in global markets, with a focus on business agility and flexibility

OA2 Evaluate marketing and commercial management strategies in international contexts

OA3 Apply knowledge of retail, communication, and digital marketing in line with the global market

OA4 Develop critical thinking skills in problem-solving and decision-making in multicultural environments

OA5 Demonstrate practical skills in sustainable business planning and innovative strategies for global markets

Competencies (C)

C1 Identify strategic challenges and propose effective solutions for global markets (LO1)

C2 Implement commercial strategies adapted to different cultural contexts (OA2)

C3 Use digital tools to integrate innovative commercial practices (LO3)

C4 Demonstrate autonomy, critical thinking, and decision-making skills (LO4)

C5 Develop sustainable business plans in line with global requirements (LO5)

1 Introduction to Commercial Management

1.1 Emerging trends in marketing

1.2 The impact of Marketing 5.0 and digital transformation

1.3 The impact of Marketing 6.0

2 Agile Response to Market Demands

2.1 The primacy of consumer experience

2.2 Omnichannel and digital integration

3 Internationalization and Global Expansion

3.1 Cultural adaptation and personalization in global markets

3.2 Challenges and opportunities in international marketing

3.3 Strategies for multicultural markets

4 Strategy and Decision-making in Competitive Environments

4.1 Creating value through global offerings and services

4.2 Strong brand management

4.3 Global Price and International Competitiveness

4.4 Communication strategies in multicultural markets

4.5 International Supply Chain Management

4.6 Trends and practices in global retail

5 Commercial Planning and Sustainability

5.1 Creating value in global contexts

5.2 Development of integrated commercial plans

5.3 Sustainable Strategies for Global Markets