2024
International Marketing
Name: International Marketing
Code: GES11656M
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area:
Management
Teaching languages: Portuguese
Languages of tutoring support: Portuguese
Sustainable Development Goals
Learning Goals
Objectives and Competences:
Give Msc students the knowledge to enable them to understand the internationalization phenomenon , the selection criteria and the different ways to access foreign markets;
Provide a set of conceptual and analytical tools for analyzing international marketing problems, find solutions and, plan, develop and implementing international marketing strategies that adjust and match goals, experience and resources with market opportunities;
To be able to Analyze and Research in Marketing in international context;
To develop an International Marketing Plan.
Give Msc students the knowledge to enable them to understand the internationalization phenomenon , the selection criteria and the different ways to access foreign markets;
Provide a set of conceptual and analytical tools for analyzing international marketing problems, find solutions and, plan, develop and implementing international marketing strategies that adjust and match goals, experience and resources with market opportunities;
To be able to Analyze and Research in Marketing in international context;
To develop an International Marketing Plan.
Contents
1. Introduction to the Problem of the Internationalization
2. The Environment of Global Marketing
3. Global Marketing Research
4. Segmentation and Positioning in Global Markets
5. International Marketing Entry Strategies
6. The Marketing Mix Applied to the Global Market
6.1. Globalization versus Adaptation
6.2. Product and Services International Marketing
6.3. Pricing for International markets
6.4. International Marketing Channels - "grey market"
6.5. Integrated Marketing Communication
2. The Environment of Global Marketing
3. Global Marketing Research
4. Segmentation and Positioning in Global Markets
5. International Marketing Entry Strategies
6. The Marketing Mix Applied to the Global Market
6.1. Globalization versus Adaptation
6.2. Product and Services International Marketing
6.3. Pricing for International markets
6.4. International Marketing Channels - "grey market"
6.5. Integrated Marketing 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.
The evaluation is based on the results of one individual - case study, or a summary of a scientific article or critical analysis of international marketing news (10%), one Group work - International Marketing Plan (40%) and a final exam (50%). The minimum grade is 7.5.
The evaluation is based on the results of one individual - case study, or a summary of a scientific article or critical analysis of international marketing news (10%), one Group work - International Marketing Plan (40%) and a final exam (50%). The minimum grade is 7.5.
Teaching Staff (2023/2024 )
- Maria Raquel David Pereira Ventura Lucas [responsible]