ISLA Santarém 24130

Marketing for International Business

• ApresentaçãoPresentation

  Marketing for International Business is positioned at the intersection of international marketing and the management of internationalisation processes. It examines why organisations expand abroad, the barriers they face, and the analytical approaches used to assess the international environment, thereby supporting evidence-based foreign market selection. Students develop the capability to evaluate entry modes and forms of presence, design control mechanisms for international marketing decisions, and prepare an international marketing plan. Particular emphasis is placed on operationalising the international marketing mix-Product, Price, Distribution, and Communication-in line with competitive conditions and cultural, legal, and logistical constraints. Within the programme, the course is essential for enabling students to plan, justify, and implement internationalisation strategies in concrete business situations.
• ProgramaProgramme

  Internationalisation and Globalisation Internationalisation Strategies and International Marketing Foreign Market Selection Choice of Market Entry Modes Control of International Marketing Decisions International Marketing Plan 6.1 International Marketing Mix
• ObjectivosObjectives

  Analyse the drivers that lead organisations to initiate international activity and the potential barriers to the internationalisation process. Identify and apply methods for analysing the international environment. Recognise and justify procedures for international market selection, as well as alternative forms of presence in foreign markets. Design and develop internationalisation strategies and appropriate market presence options for concrete business situations. Develop marketing strategies and policies for international markets by operationalising the key variables of the international marketing mix in an international context.
• BibliografiaBibliography

  Alon, I., Jaffe, E., Prange, C., Vianelli, D. (2021). Global Marketing - Strategy, Practice, and Cases (3ª ed.). Routledge. Cateora, P. R., Gilly, M. C., & Graham, J. L. (2013). International Marketing (15th ed.). New York: McGraw-Hill/Irwin. Kotabe, M., & Helsen, K. (2016). Global Marketing Management (7th ed.). New Jersey: Wiley. Silva, S., Meneses, R. & Pinho, J. (2019). Marketing Internacional-Negócios à Escala Global. Coimbra
• MetodologiaMethodology

  Teaching and learning are grounded in active methodologies that connect theory to decision-making in international markets. Project-Based Learning structures the semester around an authentic deliverable, e.g., an international marketing plan for a Portuguese SME entering Spain, requiring market selection, entry-mode choice, and coherent adaptation of the marketing mix (Product, Price, Place, Promotion). Problem-Based Learning starts from concrete barriers-exchange-rate exposure, regulatory constraints, cultural distance-and compels evidence-based research, option appraisal, and justified recommendations. The Flipped Classroom shifts exposition to guided pre-class study and reserves contact time for simulations, peer critique, and decision control. Case-based work consolidates environmental analysis and develops rigorous argumentation supported by data.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

   

  Descrição	Data limite	Ponderação
  Actividades em Sala de Aula	Ao longo do semestre em datas a definir	20%
  Frequência	05/05/2026	30%
  Trabalho de Grupo - Apresentação e Submissão	09/06/2026	50%