Conhecimentos de Base Recomendados

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Objetivos

Learning outcomes of the curricular unit:
• Differentiate between the concepts of marketing in an international environment;
• Characterize the international environment;
• Analyze and evaluate international markets and ways of access;
• Develop and implement an international marketing plan.

Métodos de Ensino

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.

Estágio(s)

Não

Programa

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

Demonstração de conteúdos

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).

Demonstração da metodologia

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;

Docente(s) responsável(eis)

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Bibliografia