DYNAMIZATION OF THE CLASSES OF INTERNATIONAL MARKETING USING PRACTICAL CASES IN COLLABORATION WITH COMPANIES AND WITH GROUPS OF DIFFERENT INTERNATIONAL UNIVERSITIES

The methodologies presented at this paper have been implemented throughout the academic year of the subjects of International Marketing, in Business Management Degree and Marketing Degree, during the course 2016/2017, in the University Cardenal Herrera CEU of Spain, University of Trento University, North Caucasus Federal University (Russia), People's Friendship University of Russia (Russia) and Ural State University of Economics (Russia).

In sight of previous experiences of the teachers imparting both theoretical and practical classes in the area of international marketing, it was observed that involving students in projects as close as possible to what they will find in professional practice, increased their motivation and interest in the subject.

In order to bring students closer to real cases, we introduce the realization of a practical case of international marketing in which the students interact and work in multicultural groups, integrated by students of different nationalities. In addition, the work to be carried out will be related to collaborating companies that will ask the groups to work and solve the real problems which these companies have in different countries when carrying out their internationalization.

The objective of this project is to enable students to be able to work in a professional environment and with colleagues from different nationalities, developing aspects related to international marketing in function of the goals established by real companies.

The didactic proposal is based on the active participation of the student in multicultural work groups, with students of different nationalities and tutored by professors and professionals in the field of international marketing of the collaborating companies for which they must carry out their projects.

The companies that participated in the project during this academic year have been: From Spain: Vigar and Circuit Valencia and form Italy: IMPA, Rothoblaas, San Marco and Deltamax. The marketing manager of the company presents a briefing with specific needs and delivers documentation to students about their internationalization goals. After different work sessions the students make a partial delivery on the project for the supervision of faculties and at the end of the semester they make a final presentation to the executives of the companies

In general, it can be said that the motivation of the students has been increased, as well as the interest in international marketing. In addition, they have acquired professional decision-making skills, having to adopt them in accordance with the rest of the team's components and, in turn, adapting to the specific needs of companies. At the individual level, there has been an improvement in the ability of critical thinking and communicative skills, both in the native language and in that used to communicate with the rest of the group (mainly English). The skills of teamwork, collaboration and the ability to delegate and assume responsibilities within the group have also been improved.