Base Knowledge
Marketing principles
Teaching Methodologies
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.
Learning Results
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.
Program
(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
Curricular Unit Teachers
Internship(s)
NAO
Bibliography
Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. C. (2019). Marketing : concepts and strategies (8th ed.). Cengage Learning EMEA.
Doole, I., Lowe, R., & Kenyon, A. (2019). International marketing strategy : analysis, development and implementation (8th ed.). Cengage Learning EMEA.
Ilhéu, F. (2009). Estratégia de Marketing Internacional. Almedina.
Kotabe, M., & Helsen, K. (2022). Global Marketing Management (9th ed.). Wiley.
Silva, S., Meneses, R., & Pinho, J. (2018). Marketing Internacional. Actual.