Commercial Management in Internacional Marketing

Business management knowledge

Attendance at classes is strongly recommended.

 Classroom sessions combine didactic presentations with group discussions.

Each student is also encouraged to bring materials to the classroom, case studies of social institutions, and innovative concepts in social marketing.

Students are encouraged to develop work in teams and the result is presented and discussed in the classroom.

Teamwork incorporates:

Methods centered on inquiry and cooperation: Problem-based and project-based learning.

Situated learning with possible service to the community.

Active strategies in pedagogical practices in the classroom: Collaborative learning

As a pedagogical strategy, the following are also used:

Use of interaction platforms

Small group work in the classroom

Use of videos for classroom discussion

Chaos resolution especially in small groups

At the present time we live in the so-called ‘global village’ and markets are complex, fast changing and complex. This context obliges companies to be agile, flexible, with true networking teams, in constant learning, thus being able to accompany each customer. In this context, marketing tools acquire a central value, as is the case with all models that focus on short-term decisions, with an impact on sales, brands, response to consumers or social networks.
Specifically, the student is enabled to learn aspects of commercial management, with a special impact at the international level. The student must acquire knowledge and skills to use and monitor different practices in the areas of retail, services, communication, branding and digital marketing. Thus, the student develops skills to develop the most effective practices so that a company can compete in these areas in the global market.

1. Introduction to marketing
1.1. The current attitude of marketing and commercial management
1.2. trends in marketing
1.3. Marketing 5.0
2. The quick response to the market
2.1. The consumer experience and its primacy
2.2. The physical and digital world
3. Internationalization
4. Decisions based on strategy
4.1. The offer and services in a global context
4.2. The value of brands
4.3. International value and prices
4.4. Communication in global markets
4.5. International supply chain management
4.6. international retail
5. Commercial planning in the context of international business

NAO

• Hollensen, Svend (2019). Marketing Management – A Relationship Approach. Benalux: Pearson.

Complementar Bibliography

• Lubian, Francisco J López, and Esteves, José (2017). Value in a Digital World: How to assess business models and measure value in a digital world. Madrid: Springer.
• Brown, Tim (2019). Change by Design. Harper Business.
• Baynast, Arnaud de et al. (2018). Mercator 25 Anos – O Marketing na Era Digital. Alfragide: Publicações Dom Quixote
• Kotler, P., Armestrong, G., Saunders, J., Wong, V. (2017). Principles of Marketing. 7th European edition. Londres: Prentice-Hall Europe
• Kotler, Philip, Kartajaya, Hermawan, Setiawan, Iwan (2021). Marketing 5.0 – Tecnologia para a humanidade. Actual Editora.
• Oliveira, Carlos Manuel de (2023). Humantech Marketinh – O marketing molecular e humano. Editora Atual.
• Silva, Susana Costa, Meneses, Raquel Meneses, Pinho, José Carlos (2018). Marketing Internacional. Ed. Actual.