International Marketing Strategy
Code
2339
Academic unit
null
Department
null
Credits
3,5
Teacher in charge
Luís Filipe Costa Lages
Teaching language
English
Objectives
International Marketing Strategy is an advanced marketing course. Students are expected to learn about international management and about how to bring a product to a new international market.
Market growth potential is often outside the domestic market. When we talk about international products, companies and customers we talk simultaneously in global and local terms. Organizations are aware of globalization effects but at the same time local habits represent a key challenge. From a marketing point of view, globalization presents organizations with tantalizing opportunities and challenges as executives decide whether to offer their products and services everywhere.
The International Marketing Strategy course focuses on marketing and innovation across international markets. Additionally, it tackles a wide range of business aspects on how to define and solve a market problem using a concrete positive solution.
Students are expected to apply knowledge from preceding introductory marketing courses as well as to apply creativity in bringing a product (i.e. a good, service or idea) to the worldwide market. Different techniques might be implemented by students approaching international markets while seeking to satisfy global and local needs.
Prerequisites
Students should have attended at least one introductory marketing course. If you never attended a marketing course, please spend some hours doing a summary of the slides and videos available in the following link to learn what are the basic steps of a marketing plan: www.lflages.com/mkt (password: mkt).
If you decide not to do so, I recommend that you not to attend this course as it is an advanced marketing course. It will not be good for you, for your group members neither for the class dynamics.
Subject matter
Bibliography
Teaching method
Classes will be very practical and will consist of discussions about both how to develop and market products/services/ideas/causes in order to make them successful in the international market. Some classes will be entirely reserved to the discussion of the final project. Students are expected to be proactively committed to the development of the work projects and participate in the class. In order to provide practical advice and to help students launch a successful international marketing path, I will use examples and videos.
It is not my goal to follow a production-oriented approach which I do not believe in) following sequential chapters of a textbook. As the final goal is to come up with solutions to solve problems, I prefer a customized & market-oriented approach, in which I constantly adjust the class to students needs.
As such, this course will be constantly adjusted to your rhythm/needs, and we will spend the time to discuss critical issues regarding the group coursework. In conclusion, the structure of each class will depend on several factors, such as your pre-class preparation, requests regarding the coursework, my present experiences, degree of class interaction, and the topics the class might be more interested in.
Evaluation method
1. Individual work for 2nd class: (grade: Fail-0 or Pass-20) - 5%
2. Class participation/pertinent contribution to the class dynamics - 25%
3. Final group coursework - 30%
4. Final exam - 40%
Attention: To pass the course it is required a minimum grade of 8/20 in all the four components and a minimum grade of 10/20 overall. The general rules of the University apply in case of academic dishonesty and in any situation not foreseen in the above.
Final Group Coursewor:
Consists of developing an international go-to-market strategy (using real data) for an Existing Product (e.g., patent, good, service) into a New International Market (i.e. outside the domestic market). Every group should prepare a presentation to help the launch of the product in a new market not previously explored by the owner of the product.
Final Exam It will be a closed-book exam. Student preparation should include reading the book s chapters that cover the topics discussed in the course, studying the slides, articles, material discussed, and think about the key lessons learned in the course. Before the exam please do not ask me which topics/slides/articles/videos/chapters you need to know for the exam. The answer to this question can be found by attending classes, preparing ahead the material requested for every class and taking your own notes.