Class Business, Economic Diplomacy and International Marketing

The UC analyzes relevant aspects of the international economy and the business ecosystem in an international context marked by the new phase of globalization and factors of increasing unpredictability and complexity, particularly in terms of geopolitics and geoeconomics. Relevant aspects associated with new technological developments and innovation, commonly known as industry 4.0, are also addressed, as well as developments associated with sustainability that condition business and the external action of companies and other stakeholders. Instrumental topics are also developed, such as strategic management, international marketing and economic diplomacy (competitive intelligence and business intelligence).

Not applicable

1. The international business environment: Geoeconomy; technological ecosystem; societal challenges; ecological transition: the aeronautics- 2. International strategy: International investment; global value chains; perspectives on global and regional markets; business internationalization 3. International marketing: International Marketing Plan; digital marketing 4. Risk Management: Country risk; country-image; global risks 5. Economic Intelligence and Economic Diplomacy: Concepts; actors; instruments; new frontiers of economic diplomacy: the State, companies and commercial diplomacy. 6. Case studies and presentation of papers: Preparation and presentation of works

Teaching methods are student-centered, self-learning and research on specialized sites are promoted, alongside teacher exposure, equally encouraging oral and written communication.

Ferreira, M, N; Reis, N. R. (2024). ·Negócios Internacionais: ambiente e competição nos mercados globais, Edições Sílabo, Lisboa, ISBN; 978-989-561-350-2 Hill, Charles & Hult, G. (2019). International Business: Competing in the Global Marketplace, 12th Edition, McGraw-Hill, New York, ISBN 978-1-259-92944-1 ·Freire, Adriano (2020). Estratégia Criação de Valor Sustentável Em Negócios  Tradicionais e Digitais, Bertrand Editora, ISBN: 9789722540759 ·Oliveira, C. (2020). Marketing pós-digital – Marketing à medida do ser humano, Conjuntura Atual Editora, Coimbra, ISBN 9789896945541 ·PENG, Mike and Klaus MEYER (2011), International Business, Cengage Learning EMEA, London. ISBN-13 : ISBN: 978-1408019566 ·Ribeiro, Diogo (2020), Diplomacia Moderna e Relações Económicas Internacionais, Lisbonpress, ISBN: 9789895275083 ·Sharp, Seena (2016), Competitive Intelligence Advantage: How to Minimize Risk, Avoid Surprises, and Grow Your Business in a Changing World, London,  ISBN: 9780470538654