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
- Master in Change and Management
- Master of Science in Economics and Business Administration
- Exchange programme - Master's level
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
- 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: