Marketing and Internationalization

Basic knowledge of business organization and management is expected. It will also be easier if the student is familiar with digital marketing tools.

Classes use practical cases.
The active participation of students is encouraged.
Practical and team work are especially encouraged.

The Marketing and Internationalization course aims to motivate students to look at business opportunities through the lens of marketing in international markets. In fact, all businesses can only be seen in the context of the global village, where physical and virtual reality coexist in the consumer experience.

In this context, the practice of marketing is vital, which allows for anticipation of markets, knowledge and monitoring of consumer behavior and insight into the direction of the business. And then the mastery of using data in the global market. In this way, companies constantly interact with customers who intend to be loyal, in a space that is now global and known by all its actors, with the company coexisting in a wide spectrum of competition on a global scale.

This unit aims to approach and discuss issues associated with global business, developing skills so that students know how to choose sources of information, identify and analyze the competitive factors for companies to operate effectively in this international environment. Students should develop the ability to develop the variables that concern the area of ​​marketing in different situations of internationalization, 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

• a) The concept of marketing
• b) Marketing 4.0 and Marketing 5.0.
• c) Trends in the field of marketing

2) Customer experience

• a) The primacy of the consumer
• b) The consumer experience

3) The principles of marketing management

• a) Marketing policies in internationalization
• b) The ‘marketing-mix’ in international marketing
• c) The offer and services in a global context

4) Development of the marketing mix

• a) The value of brands
• b) Prices in a global context
• c) Communication in global markets
• d) Social networks
• e) The international management of the distribution chain
• f) International retail

5) Internationalization

• a) Internationalization and the challenges of globalization
• b) Ways of entering the international market
• c) The specifics of the marketing strategy in the context of internationalization
• d) The quick response to the market
• 6) Commercial planning in the context of internationalization and in the digital world

NAO

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

• Baynast, Arnaud de et al. (2018). Mercator 25 Anos – O Marketing na Era Digital. Publicações Dom Quixote.
• Bendle, Neil T., Farris, Paul W., Pfeirer, Phillip, E., Reibstein, David, J. (2017). Grande Métricas do Marketing. Actual Editora.
• 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.
• Hortinha, Joaquim (2001). E-marketing. Edições Sílabo.
• Silva, Susana Costa, Meneses, Raquel Meneses, Pinho, José Carlos (2018). Marketing Internacional. Actual Editora.