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Presentation
Presentation
In a context of market opening, companies no longer limit their operations to the domestic market but increasingly operate in the international market, so management professionals must have international marketing knowledge and skills
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULP292-7381
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1 - From the concept of marketing to international marketing: - From marketing to market orientation; - The company in the global market; - International trade; - Internationalization dynamics; - Strategic options; - Theories and Approaches 2 - Internationalization process: - Concept and theories; - Internationalization strategies; - Strategic international marketing process, based on the analysis of international markets and the respective forms of access; - The international marketing mix; - Organization and implementation of international marketing activities.
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Objectives
Objectives
It is intended to prepare students for the role of international marketing in the industrial, commercial, consulting and governance, media, and international organizations: NGOs, educational and cultural sectors. In this context, the interdisciplinary approach to international marketing presupposes that global society in general and international relations, in particular, enable better understanding through analysis and study of international information systems.
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Teaching methodologies and assessment
Teaching methodologies and assessment
Problem Based Learning
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References
References
Abreu, João (2016). Casos de Sucesso - Internacionalização. Santo Tirso: Idioteque. Johnson, Debra & Turner, Colin (2010) International Business, 2nd edition. London and New York: Routledge. Salomão, Ricardo (2011) Comunicação e Exportação. Lisboa: Nova Vega. Silva, S., Menezes, R. e Pinho, J. (2018). Marketing Internacional - Negócios à Escala Global. Conjuntura Actual Editora. Lisboa
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Office Hours
Office Hours
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Mobility
Mobility
No
