Alicante University Summer Courses - Rafael Altamira Project

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From July 11 to July 28


Venue: University of Alicante campus. AULARIO II: Classrooms: A2/0D22, A2/0D23 and A2/0D24
Contact hours: 60 hours (6 credits).
Fees: 180 euros for students and unemployed; 200 euros for professionals.

Director: José Manuel Casado Díaz Vicedecano Relaciones Internacionales.
Facultad de Ciencias Económicas y Empresariales.
Universidad de Alicante.

Secretary: Charles R. Franz College of Business.
University of Missouri-Columbia

This three-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 three-week period. Each module comprises three courses; students participating in the program must attend one course of each module.

Classes run from Mondays through Thursdays (Fridays off)

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)

Class Module A
- (University of Missouri)

- Course 1: Managing in the Digital World (Lecturer: Antonie Stam, University of Missouri)
This interdisciplinary course will introduce the students to the impacts of technological change and globalization from the perspective of various different disciplines, both business and beyond (law and journalism).  The students will be introduced to electronic commerce, digitization and globalization to prepare them to respond to the challenges of the digital world. 

- Course 2: Marketing across cultures- Global Issues in Sales Management ( Lecturer: Srinath Gopalakrishna, University of Missouri)
The objective of the course is to provide students with an overview of the theory and practice of sales management. Students will get a feel for a variety of sales management issues and problems in a global setting. The focus will be on gaining a better appreciation of the determinants of sales performance and how sales managers can take actions to direct, influence and control sales performance.

- Course 3: Managing across cultures - Managing Cultural and Strategic Issues in International Business (Lecturer: Richard Johnson , University of Missouri)
This course will examine business strategies used to compete in a global world and economy, multinational company and international company means for providing service and working with vendors/suppliers and customers to compete successfully.

(Universidad de Alicante)

- Course 1: Marketing Applications: Tourism and Pan-European Marketing and Brand Marketing (Lecturers: Juan Luis Nicolau, Sonia Rujas and Eva Toledo ,Department of Marketing, University of Alicante)

This course examines three relevant applications of Marketing principles: 1) Tourism Marketing, which focuses on the tourism marketing and its singular traits, explores the tourism marketing strategies that will have an impact on the future of the industry, and provides a local and global perspective on tourism marketing issues. 2) Pan-European Marketing, where a global overview of European Marketing is provided, with European marketing strategies, understanding how the consumer mind works in a global market like Europe. 3) Brand management, where marketing techniques are applied to brands, with an emphasis on the importance of today’s brand equity in marketing actions, dealing with the intangible character of brands and the relevance of brand protection Spain.

- Course 2: International Marketing (Lecturers: Mayo de Juan, Moisés García Vidal, José Ramón Gonzálves Sempere. Department of Marketing, University of Alicante)

This course will provide the student with a fundamental base in internationalmarketing and its application to international business. For a growing number of companies, being international is no longer a luxury but a necessity for economic survival. These and other issues affecting the world economy, trade, markets, and competition will be discussed.

- Course 3: Cross Cultural Business Behaviour. Doing Business in Spain (Lecturer: Prof. Pilar Barra, Finance and Accounting Department, University of Alicante)

This course focuses on the importance of culture in the business environment. The objectives include introducing what has influenced Spanish culture and its effects on Spanish corporate culture, to recognise cultural differencesand their importance on business relationships, to develop an understanding of different types of communication and to explore intercultural communication, to learn both business etiquette and the way to negotiate in Spain and to analyse the keys to improve business negotiations in Spain.


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organized with


Facultat de Ciències Econòmiques i Empresariales. Universitat d'Alacant
Facultat de Ciències Econòmiques i Empresarials
Facultad de Ciencias Económicas y Empresariales


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