International Marketing

Code:

2MK08

Acronym:

MI

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2012/2013 - 2S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Marketing

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	48	Bologna Official Syllabus	1	-	3,5	27	94,5

Teaching language

Portuguese

Objectives

The aim of this topic is to develop an in-depth understanding of the trends in recent research in key concepts and methodologies in International Marketing: Research on complex multiparty collaboration, negotiation and communication and on how organizations actually operate today.

Learning outcomes and competences

Students should come out of this course with an improved and up-to-date Knowledge of the promising research areas and practical needs with which International Marketing is confronted today. 

Working method

Presencial

Program

1.      1.      Cultural Convergence and Divergence: impact on management style and business systems

2.      Country Selection and Market Entry and Exit Strategies

3.      Comparative Marketing: Cross-National Comparability

4.      Variances in Distribution Channels

5.      Cross-Border Pricing and Promotion

6.      Cross-Cultural Communication and Negotiation

7.      Future Trends in International Marketing: entrepreneurship, inter-functional coordination, collaborative relationships in international markets, technological innovation, emerging markets and emerging consumers

Mandatory literature

Ghauri P. and K. Gronhaug (2010); Research Methods in Business Studies, Prentice Hall
Piekkari R.and C. Welch Ed (2011); Rethinking the Case Study In International Business and Management Research, Edward Elgar Publishing Limited
Jain S. Ed. (2011); Handbook of International Marketing, Edward Elgar Publishing Ltd.
• Cavusgil, S. T. Ed. (2009); New Challenges to International Marketing, Emerald

Complementary Bibliography

(selected by the professor); Scientific papers selected by the professor

Teaching methods and learning activities

As the aim of this course is to develop an in-depth knowledege of new trends in concepts and methodologies in international marketing, it will be discussion oriented. It will be based on reading, presenting and discussing a selection of recent research articles, covering the topics of the program, published in leading journals such as the Journal of International Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of International Business Studies, Journal of World Business, International Business Review and the Management International Review.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	27,00	40,00
Exam	Exame		60,00
	Total:	-	100,00

Calculation formula of final grade

 

Each article is to be read before each session by all students and presented by a group of a maximum of 3 students. In each session two presentations followed by a discussion will be made. Presentation and participation in the discussions will count 40% of the final classification and the final exam 60%.   

Observations

Today, we know less about how multinationals actually operate than we did a decade ago. Their organization and management, their complex multiparty collaborative and competitive efforts and the changing demographics and migratory pressures shape international marketing differently today.

As globalization is moved from goods and capital to people, it is necessary to understand the contribution of bi and multicultural executives and workers to the company.  To understand the ‘how’, ‘who’ and ‘why’ of individual and collective action, an adapted, multidisciplinary, eclectic but deep and rigorous, methodology is needed.

In order to present those new research orientations of forward-thinking academics, a program is proposed, which highlights the impact of the changes in the international environment on the key issues of international marketing such as changes in cultural aspects, in competitive and new collaborative relationships, in new forms of functional coordination, in the new configuration of distribution channels and on new research methodologies, meant to be more suitable, at present, in this phenomenon driven field.