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Mestrado em Gestão

International Marketing

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Publication in the Diário da República: Despacho n.º 4406/2017 - 22/05/2017

5 ECTS; 1º Ano, 2º Semestre, 30,0 TP

- Maria de Fátima Rodrigues Pedro

Not applicable

In the area of skills:
.Encouraging the spirit of observation of international environments, innovation and participation in change
.Stimulate the capacity for teamwork
.Develop analytical faculty of various documents author of texts, press releases, statistics, among others between the habits and methods of study
.Encourage the effectiveness of understanding and oral and written communication
.Stimulate critical capacity

In the area of skills:
.Understand the functioning of international markets
.Understand the importance of international organizations
.Identify the activities and performance of international marketing managers
.Develop international management skills of an independent, ethical and socially responsible
.Develop an International Marketing Plan

1. Size and challenges of international marketing
2. The wider context of international marketing
3. International product and service
4. International communication
5. International distribution and logistics
6. International price policy
7. Risks, organisation and implementation of international marketing activities.

Evaluation Methodology
Continuous assessment: individual written test (50%) with minimum mark of 8/20 and a group assignment with presentation and discussion (50%). Minimum pass mark:10/20.
Exam-based assessment: Individual written test (100%).

- Jaffe, E. e Alon, I. e Prange, C. e Vianelli, D. (2017). Global Marketing. Contemporary Theory. Practice and Cases.. : Routledge
- Cateora, P. e Gilly, M. e Graham, J. (2019). International Marketing. Boston: McGrawHill / Irwin
- Viana, C. e Hortinha, J. (2009). MArketing Internacional. Lisboa: Edições Sílabo
- Doole, I. e Lowe, R. (2012). Internacional Marketing Strategy. : Cengage
- Silva, S. e Meneses, R. e Pinho, J. (2018). Marketing Internacional - Negócios à escala global. Coimbra: ACTUAL

Teaching Method
Case study analysis, practical assignments, theoretical presentation supported by audiovisual resources.
Constructivist method of teaching. Lecturing method. Methodology inspired on participatory action research approach.

Software used in class
Not applicable




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