International Marketing

Scholar Year: 2020/2021 - 1S

Courses

Head Teacher Responsability Paulo Sérgio Ribeiro de Araújo Bogas Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 3 Lectures Type Teacher Classes Hours Theoretical-practical Totals 1 3,00 Paulo Bogas   1,50

Teaching language

English

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

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.

Syllabus

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

Demonstration of the syllabus coherence with the UC intended learning outcomes

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.

Teaching methodologies

Avaliação distribuída com exame final

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

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.

Bibliography

KEEGAN, J.W. & Green, Mark C. (2016). Global Marketing. Pearson