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Internationalization and Global Marketing

Code 9837
Year 1
Semester S2
ECTS Credits 4
Workload TP(12H)
Scientific area Marketing e Estratégia
Entry requirements NA
Learning outcomes The UC addresses the complex environment of international marketing and the need to investigate its various economic,social, political, cultural and legal dimensions from conceptual and empirical perspectives. Show how these environmental factors can be integrated into, marketing strategies.
Identify the key factors related to creating a global marketplace.
Capacity to analyze international markets
Discuss the impact of different cultural values and belief systems on
marketing products.
Research and identify profitable foreign markets
Planning and develop an international marketing strategy.
Develop research in the scientific area of international marketing
Syllabus PART I – The decision whether to internationalize
1 – Global marketing in the firm
2 – Initialisation of internationalization
3 – Internationalization theories
4 – Development of the firm’s international competitiveness
5- Some evidences about international commerce of Portugal

PART II – Deciding which markets to enter
6 – The political and economic environment
7 – The sociocultural environment
8 – The international market selection process

PART III – Market entry strategies
- Export modes, intermediate entry modes, hierarquical modes
PART IV – Research component
Main Bibliography Hollensen, S. (2011), Global Marketing, 5th edition, Prentice-Hall Financal Times
Jeannet, Jean Pierre; Hennessey H. David (2001), Global Marketing Strategies (5ª Ed.), Houghton Miffin Company, Boston New York
Kotabe, Masaaki, Helsen Kristiaan, (2011), Global Marketing Management 5ª Edição, John Wiley and Sons, Inc.
Keegan, W.; Green Mark C. (2008) Global Marketing, 5ª Edição, Prentice-Hall Europe
Scientific papers indicated by the professor.
Teaching Methodologies and Assessment Criteria The evaluation to this course can integrate several evaluation tools according to the academic rules, such as: participation in classes, which includes not only class attendance but also intervention in class and the resolution of practical questions/cases (either in group or individually), individual works, group work, projects and tests. The instruments and weightings are specified each year in the curriculum unit dossier.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-09-15

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