Class International Marketing

The discipline of international marketing applies all marketing concepts to cross-border company activity.  When a company goes out of its domestical market, it begins the process of internationalization that is accompanied by marketing decisions. In this perspective, the discipline provides analysis tools to allow an overview of the decisions that are made in an international environment and presents the different variables to consider in order to succeed. Finally, it joint theory and practice by studying the different theories of internationalization, modes of entry and marketing mix so that students develop critical / analytical capacity and are able to consider different approaches. Objetivos de aprendizagem

Not applicable

1. Introduction 1.1. The markets globalization 1.2. Reasons for the internationalization   2. Internationalization Process 2.1. Concepts 2.2. Economic Integration Levels 2.3. World trade agreements   3. International context 3.1. Political-legal 3.2. Economic and financial 3.3. Socio-demographic 3.4. Cultural 3.5. Other macro factors   4. Internationalization Decision Process   5. Entry modes of Internationalization 5.1. Export 5.2. Agent 5.3. Distributor 5.4. Licensing 5.5. Franchising 4.6. Joint-Venture 5.7. Alliances / Partnerships 5.8. Subsidiaries / FDI 5.9. OnLine Business (B2C, B2B, C2C) 6. Internationalization strategy   6. International Mix 6.1. Product 6.2. Price 6.3. Place 6.4. Promotion 6.5 Service   7. New Global Challenges - Terrorismo and counterfeiting   8. Corporate Social Responsibility and Sustainability        

The primary methodology used in the course is Project-Based Learning. It fosters the integration of knowledge, skill development, and real-world problem-solving through projects linked to the syllabus. It relies on collaboration, engagement, and the active participation of both students and instructors, enabling the monitoring and assessment of learning outcomes and acquired competencies. This core methodology is further complemented by case studies, structured debates, gamification, design thinking, and escape room activities. To complement the coursework, four two-hour mentoring sessions are held at times to be determined. These sessions are supplementary to the regular classes. Students are guided to apply the theoretical concepts presented in the classroom to a practical case study involving a Portuguese company.

Cateora, P., Money, R., Graham, J. & Gilly, M. (2023), International Marketing, 18th Edition, McGraw Hill Education; Solberg, C., Huse, H. (2024). International marketing: Strategy development and implementation, 2 Edition, Routledge Edition.