New Trends in Marketing and Internacional Business

The New Trends in Marketing and International Business curricular unity will adopt a theoretical-practical class format, in which the first part of the classes will consist of a lecture, and the second part will be dialogic and practical in nature. The latter is not only intended to clarify students’ doubts but also to illustrate the subject matter through specific cases in which they will be called upon to intervene. Students will also be encouraged to produce work that reflects the knowledge acquired. The production of both articles and case studies on each of the new marketing domains covered will constitute an important dimension in conjunction with the chosen pedagogical model.

So, in summary, the Teaching and Learning Methodologies (TLM) and assessment criteria designed to guarantee the acquisition of the LOs are:

TLM1. Expository and interactive classes: introduce understanding of trends, digital tools and practical techniques (LO1-LLO3)

TLM2. Interactive discussions: promote critical reflection on emerging trends (LO1 and LO6)

TLM3. Analysis of scientific articles: integrating contemporary theories with global practices (LO1).

TLM4. Case studies: exploring cultural dynamics and practical strategies for community engagement and digital campaigns (LO4-LO6).

TLM5. Group work: stimulating the creation of multicultural and digital strategies, nostalgia and community engagement (LO4-LO5).

Learning Objectives (LO)

LO1 Identify and analyze emerging trends in Marketing (Mk) and International Business (NI), such as artificial intelligence (AI), big data, e-commerce and digital transformation, metaverse, and inclusion strategies, applying them to NI and multicultural markets

LO2 Use Relational Marketing (RM) tools online and offline, considering cultural and regulatory ≠

LO3 Apply Neuromarketing, Sensorial and Experiential Mk techniques to consumer behavior in international markets (IM)

LO4 Design retromarketing strategies focused on nostalgia and generational dynamics, integrating digital apprLOches in multicultural markets

LO5 Implement community engagement strategies based on Mk Tribal, exploring the role of tribes and belonging to communities

LO6 Develop effective viral and Buzz Mk campaigns, taking into account cultural and legal challenges

LO7 Differentiate Inbound and Outbound Mk approaches adapted to multicultural markets

1 Introduction to Marketing and IB

1.1 Key concepts and emerging trends

1.2 Globalization’s impact IM

2 Relationship Mk in IM

2.1 Foundations of RM in IM

2.2 Online and offline RM strategies considering cultural and regulatory differences

3 Neuromarketing, Experiential, and Sensory Marketing

3.1 Consumer behavior in IM.

3.2 Personalization of experiences in regional multicultural markets.

4 Retromarketing

4.1 Nostalgia and Mk in multicultural markets

4.2 Digital strategies and generational dynamics

5 Tribal Mk

5.1 Tribal and community dynamics in IM

5.2 Engagement in digital and physical markets and global social networks

6 Viral and Buzz Mk

6.1 Effective viral campaigns

6.2 Cultural and legal challenges

7 Inbound and Outbound Mk

7.1 Strategic differences and applications in IM

7.2 Impact on content marketing and cultural adaptation

8 Emerging Trends

8.1 AI and Big Data in IB

8.2 E-commerce and digital transformation in IM

8.3 Mk in the Metaverse and VR. Phygical Mk

8.4 Diversity and inclusion in IB