International Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

On this course unit the syndicate work will be stimulated and the lecturing shall be profoundly interactive, evolving the participants on the classes’ animation. During the learning process it shall be aimed that the students might be evolved so that it might correspond to their individual interests, never keeping out of sight the imposed conceptual bases. Always as possible, an eminent practical component shall be given to the lectured subject areas with the evolvement of corporations or real cases.

Learning Outcomes

The present programme assumes that its participants have a basic background in Strategy and Marketing. Therefore, the curricular unit proposes a discussion on a set of themes that have been receiving a considerable standout amongst the scientific and business community, whose practical applications have been standing out as urgent and priority. Therefore, it is aimed that the students acquire a set of instruments of extreme relevance and high applicability. The arrival to a globalized world shows less barriers between the markets and the internationalization of business strategy and their activity is no longer an option but becomes and inevitable reality. It is expected that the participants understand the global formulation of the company strategies and how it might accept and integrate the internationalization process. Simultaneously, it is expected that the participants have a basic notion of the challenges and steps towards the companies’ internationalization.

Work Placement(s)

No

Syllabus

1. Globalization Challenges: global environment; a progressive global economy; the companies and the international market approach
2. The internationalization of Strategic planning: internationalization reasons; the internationalization process; the decision for internationalization
3. The entrance models of international markets’ entrance: the steps for an international development; a abordagem internacional da empresa; as decisões quanto ao modo de entrada
4. The relacional approach of Internationalization: the search for partners; the most commun relational forms 5. The strategic options in the internacional: the definition for global strategy; the competitive advantage; the international objectives of a company
6. The internacional market selection: information research; the selections for potential markets; ppportunistic choice versus systematized choice
7. International marketing plan: internacional marketing strategy; the internacional mix.

Assessment Methods

Evaluation
Assessment continuous: 100.0%

Bibliography

COELHO, Filipe Jorge Fernandes ; COELHO, Arnaldo Fernandes de Matos - Number of channels and channel performance. In 4º Seminário Luso-Espanhol de Economia Empresarial, Évora, 2002.

COELHO, Filipe Jorge Fernandes ; COELHO, Arnaldo Fernandes de Matos - Multiple channels of distribution : an environmental uncertainty approach in the UK finantial services industry. In XXV congresso da ENANPAD, Brasil, 2001.

COELHO, Filipe Jorge Fernandes ; COELHO, Arnaldo Fernandes de Matos. - Multiple channel systems. In XXVI Congresso da ENANPAD, Brasil, 2002.

HILL, Charles W. L. - International business : competing in the global marketplace. 6th ed.. Boston : McGraw-Hill/Irwin, 2007.

PHATAK, Arvind ; BHAGAT, Rabi ; KASHLAK, Roger J. - International management : managing in a diverse and dynamic global environment. Boston, : McGraw-Hill/Irwin, 2009.

VIANA, Carlos ; HORTINHA, Joaquim - Marketing internacional. Lisboa : Edições Sílabo, 2002.