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ISCTE-IUL  >  Education  >  MGI

International Global Marketing (1 º Sem 2019/2020)

Objectives

International Global Marketing

Master (MSc) in International Management

General Objectives

The course takes a holistic perspective about internationalisation and performance of firms and intends to help students: 1.Link global marketing research to the decision-making process. 2.Distinguish between different research approaches, data sources and data types. 3.To develop the understanding and process analysis of international market selection, international market segmentation, development of market segments and market diversification strategies. 4.To develop an International Marketing Program (product, price, distribution and promotion), as part of the International Business Strategy.