University of Alicante – Summer International Marketing and Trade Program – July – 250 Euros

Summer International Marketing and Trade Program

Application – Enrollment

There are no entry requirements to attend any course except for the language requirement. Courses are taught in English so applicants must have a minimum upper-intermediate level of English


International Summer Program

Summer International Marketing and Trade Program

Application and Fees



Summer Program Description

Contact hours – 76 hours

Registration – From March 15 until the course is full


This four-week program, completely taught in English, is a unique opportunity for cross-cultural socialization between American and European students since classes are composed of students coming from the University of Missouri-Columbia (USA) and students from different European universities, including the University of Alicante. The program consists of two modules (please, read further details below), one offered by the University of Missouri-Columbia and one offered by the University of Alicante, during a four-week period. Each module comprises two courses; students participating in the program must attend one course of each module.

The SBP includes several company and institutional visits:

  • OAMI or OHIM (The European Union Office for Harmonization in the Internal Market)  in Alicante
  • Foortwear Manufacturing  Company  in Elche
  • Amusement Park Terra Mitica located in Benidorm.

All   guided visits are part of the SBP program (mandatoty, class hours) and they include several meetings with different managers and business representatives.

Please, be advised that company visits are SUBJECT TO CHANGE depending on external factors (companies,  representatives, etc)


Classes run from Mondays through Thursdays (Fridays off)

– Monday, Wednesday and Thursday (from 9:00 to 13:30): Classes on campus

– Tuesday: company visits

Classes are all in English and taught in the morning:
9:00 to 11:00 Class Module A (Missouri)
11:00 to 11:30 BREAK
11:30 to 1:30 Class Module B (Alicante)



Director: Dr. Manuel Felipe Ruiz Moreno
Department of Marketing
University of Alicante


Co-DirectorDr. Carlos Seiglie – Senior Fulbright Specialist –
                       Department of Economics
College of Arts and Sciences
                       Rutgers University – New Jersey, USA



Classes run MONDAYS through THURSDAYS in the morning from 9:00 am to 2:00 pm

To be confirmed

Module A – Rutgers University, USA

Professor Carlos Seiglie



This course will provide students with the tools and terminology to understand marketing practices in a global environment. You will be exposed to the challenges of an international marketing manager and learn the scope of international marketing, the dynamic environment of international trade, the culture, political, legal, and business systems of global markets, the global market opportunities and finally, the ways to develop global marketing strategies. Students will also learn to develop a formal analytic framework of decision-making based on recent developments in the field of International Marketing through the group project and company visits. This course is designed to provide students with the latest understanding of global issues, disciplines, competitions and the necessary skills in making strategic decisions based on a global perspective.

This course will provide Rutgers students with the opportunity to study alongside European students and other students from other parts of the world which come to the University of Alicante to take courses taught in English. We will be conducting company visits around the Alicante region of Spain, whose economy is dominant in terms of tourism, luxury shoe manufacturing, high-end food products and solar and wind energy.

The Scope and Challenge of International Marketing,   CGG Chap 1

The Dynamic Environment of International Trade, CGG Chap 2

History and Geography: The Foundations of Culture, CGG Chap 3 

Cultural Dynamics in Assessing Global Markets, CGG Chap 4

Culture, Management Style, and Business Systems , CGG Chap 5

The Political Environment: A Critical Concern. CGG Chap 6

The International Legal Environment: Playing By The Rules, CGG Chap 7

Developing a Global Vision through Marketing Research, CGG Chap 8

Economic Development and the Americas, CGG Chap 9

Europe, Africa, and the Middle East, CGG Chap 10

The Asia Pacific Region, CGG Chap 11

Global Marketing Management: Planning and Organization, CGG Chap 12 

Products and Services for Consumers , CGG Chap 13 

Products and Services for Businesses , CGG Chap 14 

International Marketing Channels, CGG Chap 15

Integrated Marketing Communications and International Advertising , CGG Chap 16

Personal Selling and Sales Management, CGG Chap 17

Pricing for International Markets, CGG Chap 18

Negotiating with International Customers, Partners, and Regulators ,CGG Chap 19

Students will be required to complete a group project (25%), as well as a paper (25%) and two exams (50%).


Module B – University of Alicante


Professor Juan Luis Nicolau


1. COURSE DESCRIPTION: Over a third of global service commerce corresponds to tourism. Gains from international tourism during the period 1960-2008 have registered an annual growth rate of 10.6% at standard prices.

This course will have special interest on the process of tourism globalization in its various forms, the relationship between international tourism, global companies and capital flows, and information technologies affecting global connectivity in relation to entrepreneurs, labour and tourism.


2. LEARNING OBJECTIVES: Students will learn about the challenges the tourism industry is facing at the present: its constant demand transformations, the appearance of new destinations and the much greater personalization of services offered, the role of information technologies in the process, all this under the umbrella of service liberalization. Additionally, the ever greater tourism fragmentation and therefore, of the value chain, simplifies the externalization of some tourism services, which encourages collaboration with other related sectors.


3. EVALUATION: Your grade in this class will depend on your class attendance, performance on a final exam and presentation (team work).