International Marketing

Code:

2EGI04

Acronym:

MKI

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2012/2013 - 1S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in International Economics and Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MEGI	39	Bologna Syllabus since 2012	1	-	7,5	56	202,5

Teaching language

Portuguese

Program

1 - An introduction to international marketing
1.1 The strategic importance of international marketing
1.2 The international marketing environment
1.3 Differences between international and domestic marketing
1.4 The international marketing planning process
2 - International niche marketing strategies for small and medium-sized enterprises
2.1 The SME sector and its role within the global economy
2.2 The nature of SME international marketing strategies
2.3 The nature of international development
2.4 International strategic marketing management in SMEs
2.5 International Entrepreneurship and fast growth
2.6 The future of SME internationalisatio
3 - Global Strategies
3.1 The alternative views of globalisation
3.2 Alternative strategic responses
3.3 International marketing management for global firms
4 - International product and service management
4.1 The nature of products and services
4.2 The components of the international product offer
4.3 Factors affecting international product and service management
4.4 Product policy
4.5 Managing products across borders
4.6 Image, branding and positioning
4.7 New product development
5 - International communication
5.1 The role of marketing communications
5.2 The fundamental challenges for international marketing communications strategy
5.3 The integration of communication
5.4 The marketing communication tools
5.5 Developing profitable, long-term marketing relationships
6 - The management of international distribution and logistics
6.1 The challenges in managings an international distribution strategy
6.2 Selecting foreign country market intermediaries
6.3 Building relationships in foreign markets channels
6.4 Trends in retailing in international markets
6.5 The management of the physical distribution of goods
7 - Pricing for international markets
7.1 Domestic vs international pricing
7.2 The factors affecting international pricing decisions
7.3 Developing pricing strategies
7.4 Problems of pricing and financing international transactions
7.5 Problems in multi-national pricing
7.6 Problems in managing foreign currency transactions
7.7 Problems in minimising the risk of non-payment in high-risk countries
7.8 Administratives problems resulting from the cross-border transfer of goods
8 - International marketing implementation through enabling technologies
8.1 The enabling technologies
8.2 The Internet and e-business
8.3 International e-markets and e-marketing
8.4 International market solution integration

Mandatory literature

Alon, Ilan e Jaffe, Eugene; Global Marketing - Contemporary Theory Practice and Cases, McGraw-Hill, 2013. ISBN: 978-0-07-131820-4

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	54,00
Final Test	Exame	2,00
construction of an online glossary	Defesa pública de dissertação, de relatório de projeto ou estágio, ou de tese
Group Work	Trabalho escrito
	Total:	-	0,00