International Marketing

Code: GES12680M

6 ECTS

Duration: 15 weeks/156 hours

Scientific Area: Management

Teaching languages: Portuguese

Languages of tutoring support: Portuguese, English

Regime de Frequência: Presencial

Sustainable Development Goals

Saúde de qualidade - Assegurar uma vida saudável e promover o bem-estar para todos, em todas as idades.

Educação de qualidade - Assegurar a educação inclusiva, e equitativa e de qualidade, e promover oportunidades de aprendizagem ao longo da vida para todos.

Trabalho digno e crescimento económico - Promover o crescimento económico sustentado, inclusivo e sustentável, emprego pleno e produtivo, e trabalho decente para todos.

Cidades e comunidades sustentáveis - Tornar as cidades e os assentamentos humanos inclusivos, seguros, resilientes e sustentáveis.

Produção e consumo sustentáveis - Assegurar padrões de produção e de consumo sustentáveis.

Learning Goals

The objectives are to provide students with:
*Theoretical knowledge that allows them to understand the phenomenon of internationalization, the
selection criteria and different forms of access to external markets;
*Ability to use a set of conceptual and analytical tools to analyze marketing problems
international, find solutions and plan, develop and implement international marketing strategies that adjust objectives, experiences and resources to opportunities identified in the markets;
*Ability to develop an international marketing plan.

1. Introduction to the Problem of the Internationalization
2. The Environment of Global Marketing
3. International Marketing Entry Strategies
4. The Marketing Mix Applied to the Global Market
4.1. Globalization versus Adaptation
4.2. Product and Services
6.3. Pricing
6.4. Channels
6.5. Communication

Teaching Methods

The teaching sessions are a mix of theory and practices, combining the deepening of theoretical knowledge,
methodological and empirical research and its application to concrete international cases. The sessions
include case discussion, elaboration and analysis of marketing international ideas and strategies and,
individual and group works and paper presentation.

Assessment

Assessment is carried out in two regimes: 1) Continuous assessment based on the results obtained in 3 elements: 1 individual practical work case study, summary of a scientific article or critical analysis of international marketing news (10%) , a Marketing Plan created and presented in a Group (40%) and in a final written test (50%); 2) Final assessment resulting from a written test (80%) and the delivery and discussion of a Marketing Plan (30%).
The minimum grade for each assessment element is 7 points.