Marketing Internacional

Marketing principles

The teaching methodology follows the face-to-face regime (in the classroom) with the aim of improving the connection between theoretical and practical knowledge. It uses a source of theoretical knowledge (scientific publications) and uses practical cases. It also promotes the active participation of the student through the discussion and presentation of ideas and opinions.

It is expected that, at the end of the curricular unit, the student will be able to:
– Identify International Marketing as an indispensable tool in the context of the foreign market.
– Understand the evolution of Marketing from Export to Global Marketing.
– Evaluate the internationalization process.
– Analyze international markets and ways to access them.

(1) The international environment

– Internationalization and globalization

– Networks

– The decision-making process
 
(2) International markets

– Company strategic options

– Information research

– Study of foreign markets
 
(3) International marketing program

– Design and implementation of an international marketing program

The periodic evaluation comprises:
a) Two individual tests, each worth 20%.
b) One individual assignment, worth 30% of the final grade.
c) One group assignment, worth 30% of the final grade.

Assessment by exam:
a) Exam, accounting for 100% of the final grade 
OR
a) A final exam worth 75% of the final grade;
b) An individual assignment completedthroughout the semester, worth 25% of the final grade.

NAO