Marketing and Internationalization

Business management and marketing basics

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

Resolution of case studies

The Marketing and Internationalization course has the main objective of provoking students to look at business opportunities in international markets through the marketing lens.

Indeed, businesses are currently viewed and recognized in the global village, and where physical and virtual reality coexist in the consumer experience.

Thus, the practice of marketing is vital, allowing anticipation of markets, knowledge and monitoring of consumer behavior and a vision of business direction. In this way, companies relate to their customers and other stakeholders, with the company coexisting in a broad spectrum of competition on a global scale.

This unit therefore aims to address and discuss issues associated with global business, developing skills so that students know how to choose information sources, identify and analyze competitive factors for companies to operate effectively in this international environment. Students are encouraged to develop variables related to the marketing area in different internationalization situations, to handle commercial management tools for internationalization, bearing in mind the new trends in digital marketing. And, above all, create the attitude and skills to create value in the global market.

1. The importance of marketing in the global world

1.1. The concept of marketing

1.2. Evolution of marketing and marketing 5.0.

1.3. Trends in the field of marketing

2. The consumer experience

2.1. The primacy of the consumer

2.2. The consumer experience

3. The principles of marketing management

4. Marketing policies in internationalization

4.1. The ‘marketing-mix’ in international marketing

4.2. The offer and services in a global context

4.3. Development of the marketing mix

4.4. The value of brands

4.5. Prices in a global context

4.6. Communication in global markets

4.7. the social networks

4.8. International supply chain management and international retail

5. Internationalization

5.1. Internationalization and the challenges of globalization

5.2. Ways to enter the international market.

5.3. The specifics of marketing strategy in the context of internationalization

5.4. Commercial planning in the context of internationalization and in the digital world

NAO

Bibliography 

Kotler, Philip, Kartajaya, Hermawan, Setiawan, Iwan (2021). Marketing 5.0 – Tecnologia para a humanidade. Actual Editora.

Complementary bibliography

• Baynast, Arnaud de et al. (2018). Mercator 25 Anos – O Marketing na Era Digital. Publicações Dom Quixote.
• Brown, Tim (2019). Change by Design. Harper Business.
• Conrado, Adolpho (2012). Os 8 P’s do Marketing Digital – O guia estratégico do marketing digital. Texto Editores.
• Kotler, P., Kartajava, H., Setiawan, I. (2017). Marketing 4.0: mudança do tradicional para o digital. 4th European edition. Actual Editora.
• Kotler, P., Armestrong, G., Saunders, J., Wong, V. (2017). Principles of Marketing. 7th European edition. Prentice-Hall Europe.
• López, Francisco J, Esteves, José Lubian (2017). Value in a Digital World: How to assess business models and measure value in a digital world. Springer International Publishing.
• Lüdeke-Freund, Florian, Breuer, Henning, Massa, Lorenzo (2022). Sustainable business model design. Berlin: the authors, corp.
• Hollensen, Svend (2019). Marketing Management: a relationship approach. 4thrd. Edition. Pearson. •
• Hortinha, Joaquim (2001). E-marketing. Edições Sílabo.
• Oliveira, Calos Manuel de (2023). Humantech Marketinh – O marketing molecular e humano. Editora Atual.
• Silva, Susana Costa, Meneses, Raquel Meneses, Pinho, José Carlos (2018). Marketing Internacional. Actual Editora.