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 modes of entry and marketing mix so that students develop critical / analytical capacity and are able to consider different approaches.

1. Introduction

1.1. The markets globalization

1.2. World trade agreements

2. Internationalization Process

2.1. Concepts

2.2. Economic Integration Levels

2.3. Reasons for the internationalization

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. Entry modes of Internationalization

4.1. Export

4.2. Agent

4.3. Distributor

4.4. Licensing

4.5. Franchising

4.6. Joint-Venture

4.7. Alliances / Partnerships

4.8. Subsidiaries / FDI

4.9. OnLine Business (B2C, B2B e C2C)

5. Internationalization strategy

6. International Mix

6.1. Product

6.2. Price

6.3. Place

6.4. Promotion

Video and research in the classroom.

Cateora, P., Graham, J. & Gilly, M. (2019), International Marketing, 18 Edition, McGraw Hill Education; Costa e Silva, S., Pinho, J. & Meneses, R. (2018). Marketing internacional: Negócios à escala global, 1a Edição, Actual Editora.

Solberg, C. (2017). International marketing: Strategy development and implementation, 1 Edition, Routledge Edition.