International Marketing

Transcription

1 2013/ 2014 Academic Year 10/ 04/ 2013 Course Code International Marketing Course Susana Costa e Silva Course Coordinator Susana Costa e Silva insert class code ssilva@porto.ucp.pt (ext. 417) Lecturer name Class code address Office phone number Course presentation - Topics and Objectives 1. International marketing environment 2. motivations 3. Market research and marketing opportunities 4. Segmenting and positioning in markets 5. Entry modes 6. International marketing programme 7. Adaptation Vs. standardization dilemma 8. The cultural emphasis 9. International marketing trends Students are expected to obtain marketing skills. They will be exposed to marketing theories and concepts and will be trained to use marketing tools. Atudents should learn how to analyse context, formulate and implement an marketing strategy. They should be able to critically analyse different strategic options. They should also be able to understand the influence of different variables on firm's environment, as well as firm's ability to market their offers. A special emphasis will be given to the preparation of entry market strategies and skills management and as well as to the obtention of compet encies of preparation and implementation of an marketing plan. Students are also expected to be familiarized with marketing academic literature and with the lattest marketing trends. They are supposed to learn how to critically analyse scientific papers, find managerial contributions and hints for further research in the field of marketing.insert topics and objectives Topics/ Objectives International Marketing 10/04/2013 1/ 5

2 Syllabus [Bibliography] Hollensen, S. (2011). Global marketing - a decision-oriented approach. Essex, FT Prentice Hall Lee, K. and Carter, S. (2012). Global marketing management, 3 rd edition, Oxford: Oxford Press. Forsgren, M. (2009). Theories of the Multinational Firm: a Multidimensional Creature in the Global Economy. Cheltenham, Edward Elghar Publishing. Mühlbacher, H., H. Leihs, et al. (2006). International marketing: a global perspective. London, Thomson Learning. Bradley, F. (2005). International marketing strategy, 5 th edition. Essex, Pearson Education. Brito, C. M. and S. Lorga (1999). Marketing internacional. Porto, Sociedade Portuguesa de Inovação. Rugimbana, R. and S. Nwankwo (2003). Cross-cultural marketing. London, Thomson. Usunier, J.-C. (2000). Marketing across cultures. Essex, Financial Times Prentice Hall. Morrison, J. (2006). The business environment. Hampshire, Palgrave Macmillan. Bridgewater, S. and C. Egan (2002). International marketing relationships. New York, Palgrave. Lorga, S. C. e. S. (2003). Internacionalização e redes de empresas: conceitos e teorias. Lisboa, Editorial Verbo. Samovar, L. A., R. E. Porter, et al. (2006). Intercultural Communication: a reader. Belmont, CA, Thomson Wadsworth. Articles and papers supplied by faculty: Rocha, T. V & Silva, S. C. (2011), "The adaptation versus standardization dilemma: the case of na american company in Brazil", Internext Revista Eletrônica de Negócios Internacionais da ESPM, vol.6, n.1, pp.63-83, jan./ jun ISSN Brzoskowska, E. and Silva, S. (2013), Inbternational market selection - the case of Portuguese companies in Poland, paper presented at 13rd EURAM (European Academy of Management), Istanbul, June. You can find information regarding main bibliography, which is d in detail in Mandatory bibliography. International Marketing 10/04/2013 2/ 5

3 Mandatory bibliography Hollensen, S. (2011). Global marketing - a decision-oriented approach. 5 th Hall edition, Essex, FT Prentice Mandatory bibliography Other bibliography / aib.msu.edu/ / index.html / competitividade.com.sapo.pt/ / EconomyRankings/ / / / tradeguideline/ / trade.gov/ index.asp / / / home/ 0,2987,en_2649_201185_1_1_1_1_1,00.html Other bibliography International Marketing 10/04/2013 3/ 5

4 Assessment a. Normal Assessment Period Assessment will have two components: Exam - 60% Group assignment and participation in classes - 40% To pass students should get 9,5 marks and none of the two previous components should be less than 7,5. Participation Students must attend classes and participate. Interaction will be highly appreciated. Part of "participation" component will be, therefore, measured through classe's attendance. In this component students will also be invited to prepare an assignment to be presented during classes. Students may also be requesteed to prepare homework, which will also be accounted for in this component. Attendance We strongly recommend students to attend classes. All absences should be justified. At least 75% of classes should be attended. b. Final Exam (Resit) The Access to the Appeal Final Exam is limited. Students might choose to submit to a maximum of 18 ECTS throughout the entire program International Marketing 10/04/2013 4/ 5

5 Academic calendar International Marketing Lecture 1 and marketing Main decisions in marketing Lecture 2 process Theories of ization motivations Lecture 3 Market research Foreign entry modes Lecture 4 International environment Lecture 5 strategic marketing decisions: the adaptation vs. standardization dilemma Main dates: Lecture 5 Lecture 6 Lecture 8 Lecture 9 Lecture 10 Continuation Motivating and leading for global operations Product policy Price and Placement policies Intercultural marketing issues Expatriation negotiation and Group assignment presentations Comprehensive Exam Final Exam (Resit) This table provides an integrated view of the semester: main topics and assessment. Lecturer can request from students other kinds of assessment. International Marketing 10/04/2013 5/ 5