International Marketing

Scholar Year: 2015/2016 - 1S

Instance: 2015/2016 - 1S

Courses

Docência - Horas Theoretical-practical : 3 Type Teacher Classes Hours Theoretical-practical Totals 1 3,00 Paulo Bogas   3,00

Docência - Responsabilidades Teacher Responsability Paulo Sérgio Ribeiro de Araújo Bogas Head

Teaching weeks:

15

Teaching language

English

Objetivos de aprendizagem

Learning outcomes of the curricular unit:
• Differentiate between the concepts of marketing in an international environment;
• Characterize the international environment;
• Analyze and evaluate international markets and ways of access;
• Develop and implement an international marketing plan.

Contents

Syllabus

1. PURPOSE AND SCOPE OF INTERNATIONAL MARKETING
1.1. Concept of International Marketing; Local versus Global Marketing;
1.2. Reasons for internationalization.
2. INTERNATIONAL ENVIRONMENT
2.1. The International Trade - major institutions, agreements and trends
2.2. The main environmental variables in international marketing
3. REVIEW AND SELECTION OF TARGET MARKETS
3.1. Search for information on international markets;
3.2. Segmentation, targeting and positioning
4. The internationalization process of ORGANIZATIONS
4.1. The decision-making process of internationalization
4.2. The stages of development of an international organization
4.3. The internationalization strategies of organizations and forms of international market access
5. DESIGN AND IMPLEMENTATION OF A MARKETING PLAN INTERNATIONAL
5.1. International Product Policy
5.2. International Price Policy
5.3. International Communication Policy
5.4. International Distribution Policy

Teaching Procedures

Teaching methodologies

•Expository lectures seeking the participation of students;
•Conducting exercises individually or in groups that promote analysis, discussion and finding solutions among students;
•Simulated practice;
•Development of a work group that aims to research information, data analysis and search for solutions to a real situation of an organization, beyond the ability to develop teamwork and interpersonal skills.

Evaluation Type

Frequency Attainment

ASSESSMENT

•Continuous assessment - The assessment comprises:
TEST : Weight of 40% (minimum score 8 points);
Simulation exercise: 30% weighting;
WORK GROUP: Weight of 30% (minimum grade ten values): Report: 15%, 15% presentation and discussion

Shall be exempt from the final assessment the student who obtains a final weighted average rating of not less than ten values.

Final assessment - The final evaluation is made by:
A written test
Will be approved the student who obtains a final mark of not less than ten values.