Commercial Management in Internacional Marketing

Students are expected to have prior knowledge in the following areas:

• Marketing;
• Management;
• International Business;
• Statistics;
• Digital competencies.

The course adopts a student-centred, active learning approach, combining theoretical foundations with practical applications in international commercial management. The following teaching methodologies will be employed:

• International business simulations: Students participate in simulation exercises that replicate international business environments, enabling them to make commercial decisions, respond to market changes, and develop strategic thinking in a global context.
• International case studies: Real-world international business cases are analysed to help students understand the challenges of operating in different markets and to apply theoretical concepts to practical situations.
• Harvard Business Cases: Selected Harvard Business School case studies are used to strengthen analytical, problem-solving, and decision-making skills through the discussion of complex international commercial scenarios.
• Use of international databases (Statista, Eurostat and ITC Trade Map): Students use professional databases to gather, analyse, and interpret international market data, supporting evidence-based decision-making and market opportunity assessment.
• Customer Relationship Management (CRM) systems: Students explore CRM platforms to understand customer acquisition, retention, sales management, and customer relationship strategies in international markets.
• Generative Artificial Intelligence (GenAI): GenAI tools are integrated into learning activities to support market research, data analysis, idea generation, commercial planning, and content development, while promoting their ethical, responsible, and critical use.
• Kahoot!: Interactive quizzes are used throughout the course to reinforce key concepts, promote student engagement, and provide immediate formative feedback.
• Mentimeter: Real-time polling and collaborative activities are employed to encourage class participation, gather opinions, stimulate discussion, and support reflective learning.
• Miro: Collaborative digital whiteboards are used to facilitate teamwork, brainstorming, strategic planning, business model design, and the visual organisation of ideas during project development.

These methodologies are designed to foster critical thinking, collaborative learning, evidence-based decision-making, digital competence, and the practical application of commercial management concepts in international business contexts.

Use of Generative Artificial Intelligence

The use of Generative Artificial Intelligence (GenAI) tools is permitted as a learning support resource, provided that the principles of academic integrity, transparency, and individual responsibility are fully respected.

Students remain fully responsible for all submitted work, regardless of the tools used in its preparation.

The use of GenAI is permitted for the following purposes:

• supporting exploratory research and idea generation;
• organising information and structuring documents;
• language revision and translation;
• methodological support;
• statistical analysis or data processing, when appropriately justified;
• developing digital content related to the course project;
• other uses previously authorised by the course lecturer.

The use of GenAI is not permitted for:

• replacing the student’s own intellectual work;
• fabricating, manipulating, or inventing data;
• producing texts presented as being exclusively the student’s own work;
• entering confidential or sensitive information into public AI platforms;
• generating content that infringes copyright or violates ethical principles.

Whenever requested, students must identify the AI tools used, justify their use, and demonstrate a critical understanding of the outputs produced.

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1. Learning Outcomes (LO)

By the end of this course unit, students should be able to:

LO1. Understand the main models of commercial management in international markets, recognising the challenges posed by globalisation and digital transformation.

LO2. Analyse international business opportunities using strategic analysis tools, market intelligence, and both quantitative and qualitative information.

LO3. Design international commercial strategies by integrating decisions on product, pricing, distribution, communication, and customer relationship management across different markets.

LO4. Apply digital tools, Customer Relationship Management (CRM) systems, collaborative platforms, and Generative Artificial Intelligence in international commercial management.

LO5. Develop evidence-based international commercial plans, taking into account cultural, ethical, sustainability, and technological considerations.

LO6. Critically evaluate international commercial strategies and formulate recommendations aimed at creating value in global markets.

2. Competencies Developed (CD)

This course unit contributes to the development of the following competencies:

CD1. Apply concepts and models of international commercial management in different business contexts.

CD2. Analyse international markets and identify business opportunities using relevant market intelligence and analytical tools.

CD3. Develop integrated commercial strategies for global markets, adapting them to different cultural and competitive environments.

CD4. Communicate commercial analyses, proposals, and decisions effectively, both orally and in writing.

CD5. Work collaboratively in multicultural and international business environments.

CD6. Use Artificial Intelligence and digital technologies in an ethical, critical, and responsible manner to support international commercial management.

P1. Global Business Environment

• Globalisation
• International trends
• Geopolitics
• Environmental, Social and Governance (ESG)

P2. International Market Analysis

• Competitive intelligence
• International market research
• Big Data
• Business analytics

P3. International Commercial Strategy

• Market segmentation
• Positioning
• Market entry strategies

P4. International Marketing Mix

• Product strategy
• Global branding
• Pricing strategies
• International marketing communications
• Distribution strategies

P5. International Sales Management

• Customer Relationship Management (CRM)
• Customer Experience (CX)
• Social selling
• Key Account Management (KAM)
• Artificial Intelligence applied to sales

P6. Digital International Business

• Omnichannel strategies
• Online marketplaces
• Cross-border e-commerce
• Marketing automation
• Generative Artificial Intelligence (GenAI)

P7. Commercial Planning

• International Commercial Plan
• Key Performance Indicators (KPIs)
• Dashboards
• Return on Investment (ROI)

P8. Future Trends

• Marketing 6.0
• Generative Artificial Intelligence (GenAI)
• Environmental, Social and Governance (ESG)
• Circular economy
• Sustainability
• Emerging business models

The assessment for this course unit consists of the following components:

Assessment Component

Weight

AM1 - International Commercial Project (International Commercial Plan)

40%

AM2 - International Pitch

20%

AM3 - Individual Written Test

40%

Final Grade

The final grade is calculated as follows:

Final Grade = (AM1 × 40%) + (AM2 × 20%) + (AM3 × 40%)

To successfully complete the course unit, students must obtain a minimum final grade of 10 out of 20, in accordance with the assessment regulations in force.

NAO