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International Marketing

Code 12568
Year 1
Semester S2
ECTS Credits 6
Workload TP(30H)
Scientific area Marketing
Entry requirements Not aplicable
Mode of delivery - Present in class
Work placements Not applicable
Learning outcomes This course addresses the complex international marketing environment and the need to investigate its surroundings in various dimensions: economic, social, political, technological, cultural and legal, from conceptual, methodological and pratical perspectives . On the other hand, considers how these environmental dimensions, influence and can be integrated into marketing programs and strategies. The course takes a holistic perspective about internationalisation of firms and intends to help students: • To develop the understanding about some key issues such as: internationalisation theories, evolution of the concept of internationalisation, internationalisation of large firms vs. SMEs, export motives and dimensions of internationalisation. • Understanding entry strategies in international markets •Identify the decisions relating to the selection and development for international markets •Understanding the market entry strategies • To develop an International Marketing Program (product, price, distribution and promotion), as part of the International Business Strategy.
Syllabus PART I. General Aspects of International / Global Marketing CAP 0 - Introduction to the Course CAP 1 - General concepts of international / global marketing PART II - The international environment CAP 2 – The economic environment CAP 3 - The comercial environment CAP 4 – The socio cultural environment CAP 5 - The politic and legal environment PART III - Strategies for entry into international markets CAP 6 -Entry strategy in international markets CAP 7 - The modalities of entry CAP 8 - Research in international markests CAP 9 - Competitive Strategies in international markets CAP 10 - The international market selection process PARTE IV – Global marketing mix CAP 11 - The global marketing mix decisions - Product - Price - Distribution - Global communication
Main Bibliography HOLLENSEN, S. (2017). Global Marketing, 7th edition, Prentice-Hall Financal Times. KEEGAN, W.; Green Mark C. (2020). Global Marketing, 10th Edition, Pearson. KOTABE, M.; Helsen, K. (2011). Global Marketing Management, 6th Edition, Wiley John Wiley & Sons, NJ. SILVA, S. C.; MENESES, R.; PINHO, J. C. (2018). Marketing Internacional – Negócios à escala global, Actual Editora, Coimbra. CATEORA, P. R.; GILLY, M. C.; GRAHAM, J. L. (2013). Marketing Internacional, 15ª Edição, AMGH Editora, São Paulo. VIANA, C.; HORTINHA, J. (2005). Marketing Internacional, 2ª Edição, Edições Sílabo, Lisboa. Articles and other supporting material provided in class
Teaching Methodologies and Assessment Criteria Classes are of theoretical and practical nature, where the theoretical exposition is accompanied, where possible, with the presentation of practical examples, case studies and practical work by the students. Practical work includes a project to create a business and the development of a critical analysis of the presented projects, including a written part and an oral presentation. - Attendance not mandatory Periodic Evaluation: - A written test, with 50% of the final grade; - Written work, with 40% for the final grade; - Presentation of the work, with 10% for the final grade. Note: Minimum score of 6 values. Final evaluation: - Written exam (100%) Students who obtain a Teaching Learning Classification of at least 10 values will be exempt from examination. In order to be assigned frequency and therefore be able to access exams, students must obtain a Teaching Learning Classification of at least six values. General assessment standards of the University of Beira Interior apply.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2020-06-30

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