After obtaining a Bachelor’s degree in Business Administration and a Master’s degree in Tourism Marketing and Management, Prof. Maria Luisa Andreu obtained her PhD in Business Administration from the University of Valencia in Spain in 2001. Since 2006, she has been an Associate Professor of Marketing at the University of Valencia, focusing in particular on tourism marketing, destination marketing and digital marketing.

In her career, Prof. Maria Luisa Andreu has already worked at universities such as the Université catholique de Louvain, the University of Cambridge – Institute for Manufacturing and the Pennsylvania State University. In addition to organising conferences, Prof. Maria Luisa Andreu is also regularly a member of editorial advisory boards. Since 2014, she has been the director of the double degree in Tourism and Business Administration at the University of Valencia. Since 2016, she is the vice-president of the Spanish Association of Scientific Experts in Tourism.

The course “Marketing and Management in Foreign Countries” takes place online and is designed to be interactive. It provides participants with the latest developments in management and marketing in Spain through exciting and varied assignments and lectures.


M4-1 Marketing and Management in Foreign Countries

At the end of the course Marketing and Management in Foreign Countries, participants will be able to understand critical issues and related challenges of managing people in an international and multicultural environment as well as recognise and value cultural differences. They will learn to apply international management theories and practices in real-world settings and become experts in the respective country with regard to issues and practices pertaining to major management functions. Participants are expected to deal with topics intensely by using the provided literature, prepare the accompanying case study in the given team structure and actively take part in the course.