International Marketing

Scholar Year: 2023/2024 - 1S

Courses

Head Teacher Responsability João António Pereira Paixão Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 João Paixão   2,00 Practices Totals 2 4,00 João Paixão   4,00

Teaching language

Portuguese

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

Students will be able to:
Understand the topics to produce? an analysis of the international environment identifying opportunities and threats;
Decide the best approach to enter a new market;
To define a Marketing plan for the international market;
To develop problem-solving skills.

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

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).

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.

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

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.

Assessment methodologies and evidences

Test = 40% (>= 8 valores)
Work group = 30% (>= 10 valores)
Participation = 30%

Attendance system

Minimum of 2/3 of total classes

Main Bibliography

Complementary Bibliography

Observations

N.A.