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International Marketing

Home / Oferta Formativa / Coimbra Education School / Bachelor / Bachelor in Organizational Communication (post-labour regime)

Base Knowledge

N/A

Teaching Methodologies

The theoretical contents of the curricular unit will be presented through theory lectures and theorical/pratical for resolution of exercises or discussion and analysis of case studies.

The assessment includes a group work (50%), a individual work (40%). Participation will count for 10% of the final grade.

The final examination of this assignment consists in a individual work.

Learning Results

The main aim of this course is to enable students to understand, plan and implement marketing strategies in international contexts. To this end, the different cultural, economic and political factors that characterise global markets are taken into account.

Throughout the course, students are expected to develop competences that will enable them to:

– Understand the fundamentals of international marketing, exploring essential concepts and practices for operating in a global scenario.

– Analyse global markets, identifying opportunities, challenges and particularities of each region or country.

– Learn about the contextual environment and international transactions, evaluating external and internal factors that influence business performance.

– Design international marketing strategies, based on careful analyses and the application of appropriate tools.

Program

1. Introduction and fundamentals of international marketing.

2. Contextual Involvement and International Transaction Contexts

3. International Marketing Strategies

4. Case Studies and Emerging Trends in International Marketing

Grading Methods

Attendence
  • - Group work - 50.0%
  • - Classroom activities - 10.0%
  • - Individual work - 40.0%
Exam
  • - Exam - 100.0%

Internship(s)

NAO

Bibliography

Cateora, P. R., Gilly, M. C., & Graham, J. L. (2020). International Marketing (18ª ed.). McGraw-Hill Education.

Czinkota, M. R., Ronkainen, I. A., & Zvobgo, G. (2021). International Marketing (12ª ed.). Cengage Learning

Hollensen, S. (2022). Global Marketing (9ª ed.). Pearson.Kotabe, M., & Helsen, K. (2020). Global Marketing Management (8ª ed.). Wiley.

Silva, S., Meneses, R., & Pinho, J. (2019). Marketing internacional: Negócios à escala global. Actual.