Class Negócios, Diplomacia Económica e Marketing Internacional

The UC analyzes relevant aspects of the international economy and the business ecosystem in an international context marked by 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).

1. The international business environment:

Geoeconomy; technological ecosystem; societal challenges; ecological transition
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

In summary:

- Theoretical-practical classes using recent information and communication technologies;

-Questions for discussion;

- Case analysis;

- Tutorial follow-up

- Classes favor continuous assessment, and may take place online/e-learning, via Moodle/Videoconferencing/ZOOM, in accordance with the rules in force at ULHT.

Assessment methodologies:

Individual final work (production and oral presentation)

Attendance and participation

·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