Facts about the course

ECTS Credits:
Responsible department:
Faculty of Business Administration and Social Sciences
Course Leader:
Carlos Sousa
Lecture Semester:
Teaching language:
½ year

ADM735 International Marketing (Spring 2023)

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

Required prerequisite knowledge

Bachelor of Economics and Administration or Bachelor of Accounting and Auditing or equivalent

The student's learning outcomes after completing the course


  • Have an in-depth understanding of how a firm can achieve global competitiveness through the design and implementation of market-responsive programmes
  • Have acquired both knowledge and know-how to develop and implement global marketing plans


  • Be able to critically evaluate key international marketing concepts, theory and practice;
  • Be able to critically evaluate a firm's international marketing strategy and marketing mix decisions;
  • Be able to apply theoretical frameworks to real-world marketing situations

General competence:

  • Competence relevant to the needs of existing and future managers, executives and professionals, irrespective of their sector of operation. These will include analysis and synthesis, oral and written communication.
  • Can demonstrate his/her learning and problem solving abilities in new areas to carry out assignments and projects
  • Competence to identify and analyse ethical dilemmas in international marketing.


Forms of teaching and learning

2 hours of lecture per week


  • Form of assessment: Home assessment
  • Proportion: %
  • Duration: semester
  • Grouping: Individual
  • Grading scale: Letter (A - F)
  • Supported material:



Last updated from FS (Common Student System) Dec. 6, 2022 7:20:42 AM