Facts about the course
- Study points:
- Responsible department:
- Faculty of Business Administration and Social Sciences
- Course Leader:
- Carlos Sousa
- Lecture Semester:
- Teaching language:
- ½ year
ADM735 International Marketing (Spring 2020)
About the course
PART 1: THE DECISION TO INTERNATIONALISE: Global marketing in the firm; Initiation of internationalization; Internationalization theories; Development of the firm’s international competitiveness.
PART 2: DECIDING WHICH MARKETS TO ENTER: The political and economic environment; The social cultural environment; The international market selection process.
PART 3: MARKET ENTRY STRATEGIES: Selecting market entry mode; Export, intermediate and hierarchical entry modes.
PART 4: DESIGNING THE GLOBAL MARKETING PROGRAMME: International Product Strategies; Pricing in International Markets; Distribution Channels in International Markets; International Promotion Strategies.
The course is connected to the following study programs
- Master in Change and Management
- Master in Economics and Business Administration
Bachelor of Economics and Administration or Bachelor of Accounting and Auditing or equivalent
The student's learning outcomes after completing the course
By the end of the course students will:
Be able to decide whether to internationalize
Be able to decide which foreign markets to enter
Be able to decide how to enter a foreign market
Be able to design an international marketing programme
Forms of teaching and learning
2 hours of lecture per week