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.
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