After finishing the core modules, IBSA students will chose their specialization at the second university. Specializing at the University of Valencia, you will graduate as a marketing expert.
The specialization in International Marketing is offered by the University of València. In changing and evolving markets, companies need a proactive marketing approach to provide consumer value in their offering to satisfy their needs. Our marketing approach embraces from the principles in marketing research distribution, communication and service marketing to the most recent changes occurred in the marketplace, such as co creation or social networks.
The International Marketing specialization covers contemporary issues in marketing management from a global perspective through these four modules: Integrated Marketing Communication, International Distribution and Logistics, International Market Research and Service Marketing. The International Marketing specialization will identify and help develop important strategic techniques requisites for all marketing managers; as IBSA graduates enter the competitive work force, adopting these techniques will provide them a great advantage when developing their marketing career.
The course has a managerial orientation. Students take an analytical approach and apply marketing communications principles to solve “real world” problems. This course seeks to bridge the gap between marketing communications theory and practical application. Analytical advertising methods are examined from the managerial perspective. The management, planning, evaluation, and use of advertising, sales promotion and other related techniques from an international perspective are discussed in this module.
This module is designed to gain insight into the main issues affecting distribution and logistics policies in a global environment. The design and management of distribution channels in the global arena is affected by cultural diversities, such as consumers' demands, types of intermediaries, retailing structures, logistic infrastructures, and availability of transport modes. This course has a practical approach that identifies key organizations competing in the global marketplace and analyses their strategies.
This module examines practices in a service environment, offering marketers theoretical, practical strategic and operational options, while comparing and contrasting practices in the marketing of physical goods. The module examines contemporary marketing issues of the service marketing setting and the implications of the distinctive aspects of marketing a service for marketing strategies.
The module deals with the necessary adaptation of marketing research process to a global context: preliminary stages, secondary and primary data research, questionnaire design, sampling, data analysis and results presentation. This module provides students with a critical awareness of the principal concepts, frameworks and techniques of international marketing research.
Finalize Your IBSA Academic Year with a Comprehensive Research Project.
Your third semester (between May and October) will consist entirely of the all-important thesis dissertation. This period is typically completed at the same university where you attended your specialization courses. To provide guidance and assistance as you prepare to work through this complicated project, each university offers a thorough, interactive three-day workshop that presents the requisite research skills, covering analytical, research and methodological techniques for the quality production of your master’s thesis.
The other main source of support will come from your thesis advisors. Thus, all IBSA students are required to secure at least one supervisor who will guide the construction of the master’s thesis. This final project will count for 30 ECTS in your overall program credit total.
Some universities allow to write the master’s thesis in cooperation with a company. This will require identifying and contacting a potential target company and developing a customized agreement with them in order to complete your thesis project accordingly.
By completing this detailed research and writing work, you will delve deeper into your specialization area from the second semester, learn to cultivate critical reasoning skills, develop skills in literature review based on investigative reasoning and develop a scientific approach to analyze empirical data.