International Marketing

Presentation

In a context of market opening, companies no longer limit their operations to the domestic market but increasingly operate in the international market, so communication, marketing, public relations and advertising professionals must have communication and international marketing knowledge and skills

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

3 |Mandatory |Português

Code

ULP1652-3321

Recommended complementary curricular units

• Marketing Basics
• Consumer behavior
• Strategic marketing
• Operational Marketing
• Organizational communication

Professional Internship

Não

Syllabus

1. From the concept of marketing to international marketing

- The company in the global market

- World trade agreements

- The international context

2. Internationalization process

- Concept and theories

- Internationalization strategies

3. Internationalization decision

- Input modes

4. Variables of the international mix

- Product

- Price

- Distribution

- Communication

- Service

5. Communication in international marketing:

- Approaches: Global or standardized; Localized or adapted; Moderate or contingency.

- Factors influencing international communication;

- International communication.

Objectives

It is intended to prepare students for the role of international marketing communications in the industrial, commercial, consulting and governance, media, and international organizations: NGOs, educational and cultural sectors. In this context, the interdisciplinary approach to international communication presupposes that global society in general and international relations, in particular, enable better understanding through analysis and study of international communication and information systems.

Teaching methodologies and assessment

The classes consist of a theoretical part, complemented with practical analysis.

The stipulated assessment method is continuous.

• Final test (50%)
• Practical assignments (20%)
• Internationalization plan (30%)

References

ABREU, J. (2016). Casos de Sucesso - Internacionalização. Santo Tirso: Idioteque.

CZINKOTA, M. e RONKAINEN, I. (2012). International Marketing. South-Western: Cengage Learning

JOHNSON, D. e TURNER, C. (2010) International Business, 2nd edition. London and New York: Routledge.

SALOMÃO, R. (2011) Comunicação e Exportação. Lisboa: Nova Vega.

SILVA, S., MENEZES R. e PINHO, J. (2018). Marketing Internacional - Negócios à Escala Global. Lisboa: Conjuntura Actual Editora.

Office Hours