International Marketing

Recommended Prerequisites

No pre requisits.

Teaching Methods

This course will be taught through a combination of lectures, case studies, presentations, and readings. Student participation is a key element in the learning situation and your active involvement is expected. The assigned readings should be prepared before coming to class. Students are, therefore, expected to come to lectures ready to discuss and debate the theoretical and practical issue arising from the readings and case studies. Since time does not permit lecturing/discussing all of the text material, students are expected to read and absorb some of the text material on their own.

Learning Outcomes

International Marketing is concerned with the strategic and operational marketing issues arising in the management of the firm’s international operations. The firm in international markets develops its marketing strategies and implements them in the context of a complex and changing environment. In doing so, it must also respond to the needs and demands of its customers while coping with competition. Of special interest, therefore, is the role of the firm in mediating the international environment through corporate marketing strategies. The material in this course is presented from the perspective of the firm that is attempting to develop and grow in international markets.

Work Placement(s)

No

Syllabus

Part 1: An Overview

Part 2: The Cultural Environment of Global Markets

Part 3: Market Entry Strategies

Part 4: Developing Global Marketing Strategies

Part 5: Implementing Global Marketing Strategies.

Head Lecturer(s)

Professor a Definir - Faculdade de Economia

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

The recommended text for the module is:

- Hollensen, S. (2020). Global Marketing. 8th Ed. Harlow: Pearson.

The following text may also prove useful:

- Green, M. C. and Keegan W. J. (2020). Global Marketing. 10th Ed. Pearson

- Ghauri, P. and Cateora, P. R. (2022). International Marketing. 5th Ed. McGraw Hill

JOURNAL ARTICLES

- Corstjens, M. and Lal, R. (2012). Retail Doesn't Cross Borders. Harvard Business Review 90(4), 104-111

- O'Grady, S. and Lane, H. (1996). "The psychic distance paradox." Journal of International Business Studies 27(2), 309-333

- Sousa, C. M. P., Martínez-López, F. and Coelho, F. (2008). “The Determinants of Export Performance: A Review of the Research in the Literature between 1998 and 2005”. International Journal of Management Reviews, 10(4), 343-374.

- Schmid, D., and Morschett, D. (2020). Decades of research on foreign subsidiary divestment: What do we really know about its antecedents? International Business Review, 29(4), 101653.

- Rao, Akshay R., M