International Marketing
Ano letivo: 2018/2019 - 1S
| Código: |
IMAS1008 |
|
Sigla: |
IM |
Cursos
| Nº de semanas letivas: |
15 |
Língua de Ensino
Inglês
Objetivos de aprendizagem (conhecimentos, aptidões e competências a desenvolver pelos estudantes)
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.
Conteúdos programáticos
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
Demonstração da coerência dos conteúdos programáticos com os objetivos de aprendizagem da UC
There is a direct correspondence between the objectives of the course and its plan as indicated by the correspondence between the two variables:
• Differentiate between the concepts of marketing in an international environment (section 1 of the program);
• Characterize the international environment (section 2 of the program);
• Analyze and evaluate international markets and forms of access (section 3 and 4 of the program);
• Develop and implement an international marketing plan (section 5 of the program).
Metodologias de ensino
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.
Demonstração da coerência das metodologias de ensino com os objetivos de aprendizagem da UC
In order to ensure compliance with the goals of learning and teaching methodologies we explore:
- Methods of theoretical exposition of the concepts in which we stimulate reflection and discussion by the students to better understand the concepts;
- The resolution of case studies that allow the application of concepts to real situations to solve problems;
- The use of a simulator which reinforces the practical component in the decision context of the various concepts introduced, promoting teamwork and decision-making capacity.
Metodologia e provas de avaliação
ASSESSMENT
•Continuous assessment - The assessment comprises:
TEST : Weight of 40% (minimum score 8 points);
Simulation exercise: 20% weighting;
WORK GROUP: Weight of 40% (minimum score ten points): 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.
Regime de assiduidade
N.A.
Observações
N.A.
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