ISLA IPGT 21935

Marketing and Internationalization Strategies

• ApresentaçãoPresentation

  Within the scope of this course, students are expected to develop a clear understanding of the complex international marketing environment and the need to research its external environment in different dimensions: economic, social, political, cultural and legal. Students are expected to be able to identify courses of action and assess strategic options in the implementation of international marketing programs in a critical and analytical way. At the end of the course, the student must have skills and ability to: Critically analyze the challenges and risks of marketing on a global scale, Recognise the importance of analyzing the environment in the activity of international marketing, Identify and describe the appropriate strategies for the international performance of the company in terms of marketing mix (product, price, distribution and promotion).
• ProgramaProgramme

  1. Goals and challenges of marketing in the context of internationalization a) Goals of international marketing b) International markets versus global markets: globalization drivers c) Steps of international business development 2. The International Environment a) Economic, technological and political-legal international environment b) Socio-cultural dynamics in international marketing: the 'global village' Internationalization processes and reasoning 3. International Market Entry Strategies a) Search for information about international markets b) Identification of opportunities: study of foreign markets c) Selection and tageting criteria d) Forms of entry into international markets 4. Design and Implementation of an International Marketing Program a) Development and management of products and global brands. b) The international, global distribution and logistics system. c) Promotion, advertising, communication and digital / social media platforms d) Price in international markets
• ObjectivosObjectives

  At the end of the course unit the student should have skills and ability to: a) Critically analyze the challenges and risks of marketing worldwide; b) Recognize the importance of analyzing the external environment of international marketing activities; c) Identify and critically analyze the importance of international market research; d) Understand the entry strategies in international markets; e) Identify and describe the strategies appropriate to the company's international performance at the marketing mix level (product, price, distribution and promotion).
• BibliografiaBibliography

  Brennan, L. (2018). How Netflix expanded to 170 countries in 7 years. Harvard Business Review. October, p. 1-5. Brito, C. M., Lorga S. (2006) . Marketing Internacional. Lisboa, Principia Czinkota, M. R., & Ronkainen, I. A. (2003). An International Marketing Manifesto. Journal of International Marketing. 11(1), 13-27. Cunha, M. P., Duarte, M., O'Shaughnessy, N. & Marcelino, A. R. (2004). Marketing. Conceitos e casos portugueses . Lisboa, Escolar Editora Kelly, N. (2015). The Most Common Mistakes Companies Make with Global Marketing. Harvard Business Review, (September), p. 1-5
• MetodologiaMethodology

  The teaching methodology includes: 1) analysis of case studies that facilitate the learning of theoretical concepts and foundations; 2) presentation of several examples taken from the reality of the national and international market; 3) Carrying out of marketing diagnosis group work with oral presentation and class discussion; 4) Reading of scientific texts and articles. Therefore, students are in contact with the business reality and acquire experience in the application and use of tools in the field of international marketing. The examples are diverse in terms of markets and categories of products and services. The evaluation methodology includes: problems/challenges posed to students throughout the semester, which must be analyzed and answered in the classroom context, thus requiring their attendance and involvement (20%), the presentation of a scientific article on a real case study of international marketing (30%) and an evaluation test (50%).
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não