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Marketing and Strategy
Internationalization and Global Marketing

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. Competences: 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.
Language	Portuguese. Tutorial support is available in English.