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International Marketing

Code 14075
Year 1
Semester S2
ECTS Credits 6
Workload OT(15H)/TP(30H)
Scientific area Management
Entry requirements Not applicable
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. (2017) Global Marketing, 9th Edition, Prentice-Hall Europe
Kotabe, Masaaki; Helsen, Kristiaan “Global Marketing Management” 6th Edition, Wiley John Wiley & Sons, NJ, 2011
Teaching Methodologies and Assessment Criteria The evaluation of the Teaching - Learning period will be carried out according to the following criteria:
(i) Participation 5%
(ii) attendance - 5%
(ii) Execution and discussion of works - 40%
(ii) Assessment test - 50%
Language Portuguese. Tutorial support is available in English.
Last updated on: 2019-06-15

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