Descriptive summary of curricular unit This course aims to enable the recognition of the challenges that companies face when exploring their competences beyond borders. The international environment in which companies operate is increasingly competitive, and although marketing principles are not fundamentally different at an international level, its implementation and complexity may vary. The objective of this course is to provide students with an integrative view of Global Marketing, giving special attention to the main strategic decisions of internationalizations, choice of markets, modes of entry into new markets, considering different business and sectoral contexts.
Objectives and expected learning outcomes 1- To identify the factors that drive and constrain the process of globalization. 2- Recognize the stages of the company development at an international level. 3- Understand the importance of the international marketing environment (Cultural, Social, Financial, Political and Legal) in the internationalization of companies. 4- Describe the differences between theoretical perspectives about business internationalization. 5- Describe the advantages and disadvantages of different modes of entry into international markets. 6- Recognize the importance of the market analysis and global segmentation through marketing research.
Competences to be developed - Identify different perspectives of International Marketing. - Understand the importance of the International Marketing Environment. - Describe different methods of accessing international markets. - Recognise the importance of Global Segmentation and Positioning via Marketing Research. - Describe the option of the international Marketing-Mix and the strategies of standardization and adaptation. - To design international marketing programmes.
Programme
1. Introduction to International Marketing and Services. 1.1 Definition of International Marketing. 1.2 Relevance of International Marketing for companies. 1.3 International Marketing orientations.
2. Globalization of the markets. 2.1 Convergence and divergence of consumer needs. 2.2 Main motives for the internationalization of companies. 2.3 Risks associated with the internationalization process. 2.4 Companies Born Global.
3. International Marketing Environment. 3.1 Cultural and Social Environment. 3.2 Economic and Financial Environment. 3.3 Political and Legal Environment.
3.4 Development of new services
4. Analysis of International Marketing Opportunities. 4.1 Introduction to global marketing research. 4.2 Formulation of the research problem. 4.3 Secondary data collection. 4.4 Primary data collection. 4.5 Global search and the internet. 4.6 Market size assessment.
5. Internationalization theories. 5.1 The Uppsala model. 5.2 The dynamic capabilities model. 5.3 The Network model. 5.4 The Born Global Model.
6. Global Segmentation and Positioning. 6.1 Reasons for international segmentation. 6.2 Approaches to the segmentation of the international market. 6.3 Criteria for international segmentation. 6.4 Strategies for international positioning. 6.5 Strategies of positioning considering the consumption culture.
7. Strategies for entry in new markets. 7.1 Selection of entry modes. 7.2 Fundamental entry modes. 7.3 Way out strategies.
8. Strategy of International Marketing-mix. 8.1 Standardization versus Adaptation. 8.2 Strategy of the International Marketing-Mix (product and brand policy, pricing policy, distribution policy and plan of communication).
9. Perspective of Global Product: marketing of products and services. 9.1 Strategies of global branding. 9.2 The effect of the country of origin. 9.3 Challenges and opportunities for the global services market.
Demonstration of the syllabus coherence with the curricular unit's learning objectives
- Objective 1 will be achieved with the programmatic content described in Chapter 1. - Objective 2 will be achieved with the programmatic content described in Chapter 2. - Objective 3 will be achieved with the programmatic content described in Chapter 3. - Objective 4 will be achieved with the programmatic content described in Chapters 5 and 6. - Objective 5 will be achieved with the programmatic content described in Chapters 7and 8. - Objective 6 will be achieved with the programmatic content described in Chapters 4 and 9.
Silva, S., Meneses, R., & Pinho, J. C.;Marketing Internacional, 1ª ed., Conjuntura Actual Editora, 2018. ISBN: 978-989-694-274-8
Supplementary Bibliography
Dantas, José;Inovação e Marketing em Serviços, Lidel, 2013
Ilhéu, F.;Estratégia de Marketing Internacional: Casos de Empresas Portuguesas., Editora Almedina, 2009. ISBN: 978-972-40-3921-3.
Learning Methods
The methodology to be used will include expository strategies, demonstrations and interrogative methods for reflecting on the contents. The classes, in addition to theoretical, will also take on a practical component dedicated to carrying out activities for the application of the contents taught. The teacher will assume the role of tutor, remembering concepts. During the classes, students will be encouraged to have a proactive attitude and critical participation, about the contents exposed and to present current issues for debate. Students can be assessed through continuous assessment or a final exam.
Assessment Components
Avaliação distribuída com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
30
Evaluation
Teste/Exame
3
Group work
Projectos
28
Individual Study
Study
46
Total:
107
Continuous Assessment
- Two Written Tests : 35% each - 1 Case Studies group work on the ABI / INFORM portal submitted through the E-Learning platform (30%)
Under the terms of the General Regulation:
a) The effective attendance of students in class will be recorded and, if the number of absences per student exceeds 30% of the total number of contact sessions for each course unit, will be automatically transferred to the final evaluation of the normal season;
b) In the written tests and in the defined evaluation elements it is necessary to obtain a minimum grade of 7.5 points;
c) If the student misses or achieves a grade lower than 7.5 points in the tests or evaluation elements referred to in the previous number, he / she will be automatically transferred to the final evaluation of the normal season;
d) If the student misses or achieves a grade lower than 7.5 points in the second written test (held on the same date as the final written test of the normal season), he / she may require registration for evaluation at the time of appeal;
e) All written academic work provided for in the assessment (reports, case studies, etc.) must be submitted to the Turnitin database, available on the ISAG E-Learning platform, with a similarity rate up to 30% acceptable.
Final Exam
- Exam (Written Test): 100%.
a) Practical or theoretical work can also be considered, with a weighting corresponding to half that considered in the context of continuous assessment. To this end, the student should communicate this intention to the teacher through the completion of a form that is made available by the teacher at the moment of the written test.
Special Assessment (TE, DA, ...)
In accordance with the General Regulation.
Improvement of final grade
In accordance with the General Regulation.
Demonstration of the coherence between the teaching methodologies and the learning outcomes
Classes foster a critical and self-critical sense, as well as the practice of an ethical attitude in personal and professional terms. By promoting the development, exposure and critical discussion of cases and exercises, the reinforcement of analytical capacities is encouraged. Participation in classes and presentation and defense of individual and group work allow the development of oral and written communication skills. In addition, students acquire diverse skills, such as: prioritization, teamwork, ability to identify and solve problems; organize, plan and schedule tasks; have a spirit of initiative; knowledge (theoretical, technical and operational). With regard to the scientific research competencies, the objective is the familiarization with the research terminology in International Marketing and Services; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.