Teaching Methodologies
This curricular unity aims to introduce the concepts of international marketing as an important management tool in today’s world.
Marketing in companies that operate in increasingly wider markets, is an essential issue for their survival and a central theme of their management.
It will then be essential for students to prepare for a market where the boundaries between national and international are blurred. And increasingly, the market that the company faces, both in terms of consumers and concerning the competitors it faces, is the world in global terms.
The student must know the main strategic options for internationalization and also develop the skills that will allow them to develop these strategies in the future world of work.
The knowledge to be developed involves internationalization strategies, operationality of these same options, development of operational marketing variables in the international context, and also management and adaptation of the challenges of internationalization at the level of the company’s structure specifically in the marketing area.
Taking into account the teaching methodology, it provides theoretical and practical classes, based on the analysis of real and practical cases, with expository methods.
In summary, the teaching and learning methodologies (TML) are aligned with the LOs:
TLM1. Theoretical-practical classes: Presentation of fundamental concepts and strategies (LO1 and LO2).
TLM2. Case studies: Analysis of international markets and global strategies (LO2 and LO3)
TLM3. Individual assignments: Application of research tools (LO4)
TLM4. Group projects: Development of international marketing plans (LO5 and LO6)
Learning Results
Learning Objectives (LO):
LO1 Define international marketing (IM) concepts and estimate the resources needed for internationalization
LO2 Analyze motivations, challenges and ways of entering global markets (GM)
LO3 Evaluate segmentation strategies, positioning and strategic alliances in the context of GM
LO4 Use research tools to identify opportunities and risks in GM
OA5 Develop IM plans, integrating operational and digital policies
LO6 Interpret the impacts of globalization and digital marketing on international management
Competences/Skills (C)
C1 Explain IM concepts and resources for internationalization (LO1)
C2 Evaluate motivations and ways of entering GM (LO2)
C3 Analyze segmentation strategies and alliances (OA3)
C4 Use research tools on international markets to identify risks and opportunities (OA4)
C5 Draw up sustainable and innovative IM plans (OA5)
C6 Analyse the impact of globalization and digitalization on IM (OA6)
Program
1. The context of International Marketing
1.1 Basic concepts and importance in the global context
1.2 Challenges of globalization and motivations for internationalization
1.3 Market Research
2. Internationalization Strategies
2.1 International segmentation
2.2 Positioning
2.3 Entry modes in global markets
2.4 Strategic alliances
3. The International Marketing Program
3.1 Product Policy
3.2 Price Policy
3.3 Distribution Policy
3.4 Communication Policy
4. International Marketing Plan
4.1 Development of international marketing plan
4.2 The growing importance of e-marketing in the context of internationalization
4.3 Control of activities on international brands
Internship(s)
NAO
Bibliography
Bibliografia Principal
Hollensen, S (2020). Global Marketing (8ª ed.). Pearson Education Limited
Bibliografia Complementar
Brito, C M, & Lorga, S (2006). Marketing internacional. Principia
Cateor, P, Ghauri, P, (2003), International Marketing, European Ed., London, McGraw-Hill
Czinkota, M R, & Ronkainen, I A (2021). International Marketing (11th ed.) Cengage Learning
Johnson, D, & Turner, C (2010). International Business: Themes and Issues in the Modern Global Economy (2ª ed.) Routledge
Kondek, D (2017). Marketing de exportação. In J. Remondes (Coord.), Marketing internacional para pequenas e médias empresas (pp. 45-68). Chiado Editora
Kotabe, M, & Helsen, K (2022). Global Marketing Management (8th ed.) Wiley
Solberg, C A (2022). International Marketing: Strategy Development and Implementation (3rd ed.) Routledge
Portugal, M N, & Caetano, J (2013). Desafios da globalização: Casos de estudo. Escolar Editora
Viana, C, & Hortinha, J (2018). Marketing internacional (2ª ed.) Edições Sílabo