The International Marketing and Publicity Program’s objective is to develop integral professionals with high performance in aspects related to International Marketing and Publicity. The graduate will have the ability to:

Investigate and understand the dynamics of international markets, the intermediation of goods and services, its agents, its consumers, and its desires according to the offer.

Offer alternative solutions to the needs and desires which continuously change in a global and multi-cultural society.

Manage schemes of communication where the efficient use of resources and mediums of communication is of prime importance in an opportune, profitable, and sustainable manner.

Apply their ample knowledge to study the fundamental problems of International Marketing and Publicity and relate these to other disciplines which support them (Sociology, Economy, Psychology, and Statistics).

The Program emphasizes the development of skills which allows the professional ample knowledge of marketing targets and creation of value for which the following two aspects are necessary:

Generate abilities to analyze and understand completely the characteristics and dynamics of marketing of countries and economic blocks with unique characteristics with respect to their economy, culture, politics and legal structure.

Design strategies which take advantage of new and different forms of negotiation of durable goods, perishable goods, financial products, and personal services.

The program is inclined towards the formation of integral professionals in Marketing and Publicity performance, values, ethics, leadership, capacity for negotiation and teamwork reverberates in the local and global environment, for which it will be recognized and valued by employers and businessmen.

PROFILE OF THE CANDIDATE

The people who desire to study the International Marketing and Publicity Program of Icesi University should be interested in the economic development of the regions, the countries, the businesses and the people which make them up. They should demonstrate a great concern for the exchange of goods and services as well as the strategies to promote and publicize them. The Program needs people who are agile and open-minded fighters, self-starters and willing to assume risks in the current process of globalization.

It is important that the students of International Marketing and Publicity have an investigative and strategic mind capable of developing ideas to facilitate the process of commercial exchange and customer satisfaction.

PROFILE OF THE GRADUATE

The graduate of this Program will be supported in competencies and knowledge concerning International Marketing and Publicity which will give them the following characteristics:

Domination of the strategies concerning the realities of contemporary economics, in which the mergers, acquisitions, and associations of companies and conglomerates are characterized by highly dynamic supply and demand. This dynamism is manifested in cost reduction, with new exchange methods for goods and services, which cause the simple transaction to be a profitable relationship based on confidence.

Skills to conceive marketing strategies for goods and services, in function of the exchange between developed countries and those in the process of development.

The ability to design and implement the strategies of publicity, which allow creative people to develop ideas and agencies to properly execute media plans.

The ability to develop Marketing and Consumer studies within the country as well as in foreign countries, given their abilities and dominance of investigation methods needed to manage of data bases and software programs.

The ability of international negotiation which allows the management of modern distribution networks, highlighting ability to carry out Management of Categories, Trade Marketing and Marketing of Relations through the Internet.

Skill in the design, administration and evaluation of sales networks according to the new tendencies (categories of products and virtual products) and in the modernization of traditional sales networks (strength of geographic and multi-level sales networks). In these sales networks, the graduate must control budget, costs, management of receivables and profitability.

FIELDS OF ACTION OF THE GRADUATE

The graduate in International Marketing and Publicity can efficiently work in the national or international environment in the following labor fields:

-Management or coordination of the areas of International Marketing and/or Publicity in an organization.

-Assessment, orientation and evaluation of companies focused on publicity or marketing.

-Management of the marketing and publicity strategies in an organization involved in the creative process and account executive in publicity agencies. In the same way, the graduate can play a fundamental part in the negotiation and hiring of publicity agencies and of communication media.

-Management of publicity agencies.

-Sales director.

-Negotiation, hiring, and direction of publicity campaigns.

-Founding and direction of businesses focused on publicity or marketing.

-Independent professional in: market investigation, publicity campaigns, logistics, trade marketing, direct marketing, electronic commerce, management of categories and sales.

-Teacher and or investigator in fields related to International Marketing and Publicity.

Plan of Study