Marketing Internacional

12/2/2019

36 horas

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Marketing Internacional

Professor

Thelma Valeria Rocha Rodrigues

Course Attendees

Still no participant

Comentários curso

Ainda não há comentários

Objetivo do curso

O objetivo geral desta disciplina é permitir que os alunos conheçam e pratiquem o Marketing Internacional, como consumidores, gestores ou acadêmicos. Serão abordados: as diferenças entre marketing global e marketing internacional; a influência do ambiente econômico, e os mercados emergentes; o consumidor e as diferenças culturais; a gestão da marca em ambientes internacionais; o desenvolvimento das estratégias de marketing internacional, com as decisões de padronização e adaptação do marketing mix; a estruturação dos departamentos de marketing no ambiente global.

Programa do curso

  • Introdução ao marketing internacional
  • O ambiente econômico e os mercados emergentes
  • A influência da cultura no consumidor
  • A influência das marcas no consumo global
  • As estratégias de marketing internacional e o dilema da padronização e adaptação do marketing mix
  • A implementação dos departamentos de marketing no contexto internacional

Critérios de Avaliação

  • Participação, resumos, e atividades aula a aula: 50%
  • Seminário em dupla: 10%
  • Submissão para Congresso: 40%

Bibliografia

A bibliografia inclui artigos selecionados, teses e capítulos de livros. O livro promove uma visão mais ampla dos temas, os artigos permitem uma discussão das teorias e das pesquisas atuais e geram ideias para estudos na área.

Recomenda-se aos alunos buscarem artigos complementares no site: SPELL e na base EBSCO.

Principais Journals: Journal of International Marketing (JIM); Journal of Marketing (JM); International Marketing Review (IMR); European Journal of Marketing (EJM) entre outros.

Revistas Brasileiras: REMARK; RAUSP; RBGN; entre outras. Ver base SPELL.

REFERÊNCIAS:

CAVUSGIL, T.; KNIGHT, G.; RIESENBERGER, J. International business: the new realities. 4 ed. UK: Pearson Prentice Hall, 2017.

CAVUSGIL, T.; KNIGHT, G.; RIESENBERGER, J. Negócios Internacionais. 1 ed. São Paulo: Pearson Prentice Hall, 2010.

GHAURI, P.; CATEORA, P. International Marketing. 4 ed. Berkshire: McGraw-Hill Higher Education, 2014.

CHAVES, T. J. D.; ROCHA, T. V.; REUTHER, J.; GALHANONE, R. F. Social business in multinational corporations: an analysis of marketing practices. Internext, v. 12, n.1, p. 62-75, 2017.

CAMARGO, M. A.; ROCHA, T. V.; SILVA, S. C.. Marketing Strategy in the Internationalization Process of Brazilian Franchise. Revista Brasileira de Gestão de Negócios, v.18, n.62, p. 570-592, 2016.

PIRES, D. A.; ROCHA, T.V.; BORINI, F.M.; ROSSETO, D. E. International Marketing in Multinational Company Subsidiaries in Emerging Markets: A Multidimensional Approach. Advances in International Marketing, v. 25, v. 26, p. 157-177, 2015.

CUNHA, R.; ROCHA, T. V. Export Marketing Strategy and Performance among Micro and Small Brazilian Enterprises. Advances in International Marketing, v. 25, p.129 – 159, 2015.

ROCHA, T. V.; JANSEN, C. L.S; LOFTI, E.; FRAGA, R. R. An Exploratory Study on the use of Social Networks in Building Customer Relationships/ Estudo Exploratório sobre o uso das Redes Sociais na Construção do Relacionamento com Clientes. Revista Brasileira de Gestão de Negócios, v. 15, n. 47, p. 262, 2013.

ROCHA, T.; SILVA, S. The adaptation vs. standardization dilemma: The case of an american company in Brazil. Internext, v. 6, n.1, p. 63-83, 2011.

ROCHA, T. V.; BORINI, F. M.; SPERS, E. E. . A autonomia de marketing das subsidiárias estrangeiras no Brasil para desenvolvimento de novos produtos em multinacionais. Revista de Administração da Universidade de São Paulo, v. 45, n. 4, 2010.

YANG, M.; GABRIELSSON, P. The Interface of International Marketing and Entrepreneurship Research: Review, Synthesis, and Future Directions. Journal of International Marketing, [s. l.], v. 26, n. 4, p. 18–37, 2018.

CHABOWSKI, B. R.; MENA, J.A. A Review of Global Competitiveness Research: Past Advances and Future Directions. Journal of International Marketing. Chicago, v. 25, n. 4, p. 1-24, Dec. 2017.

DOUGLAS, S.P.; CRAIG, C.S. Convergence and divergence: developing a Semiglobal Marketing Strategy. Journal of International Marketing, v. 19, No. 1, pp. 82–101, 2011.

ZOU, S.; CAVUSGIL, S.T. The GMS: a broad conceptualization and measurement of global marketing strategy. Journal of Marketing. Chicago, v. 66, n. 4, p. 40-56, October 2002.

SOLBERG, C. A. A framework for strategy analysis in globalizing markets. Journal of International Marketing. Chicago, v.5, n. 1, p. 9-30, 1997.

JAIN, S. C. Standardization of international marketing strategy: some research hypotheses. Journal of Marketing. Chicago, v. 53, p. 70-79, Jan. 1989.

LEVITT, T. The globalization of markets. Harvard Business Review.  Boston, v. 61, p. 92-102, May/June, 1983.

CAVUSGIL, S. T. DELIGONUL, S., KARDES, I., CAVUSGIL, E.. Middle-Class Consumers in Emerging Markets: Conceptualization, Propositions, and Implications for International Marketers. Journal of International Marketing, [s. l.], v. 26, n. 3, p. 94–108, 2018.

KRAVETS, O.; SANDIKCI, O. Competently Ordinary: New Middle Class Consumers in the Emerging Markets. Journal of Marketing, v. 78, n. 4, p. 125-140, July 2014.

RAMAMURTI, R. What is really different about emerging market multinationals? Global Strategy Journal. v.2, n. 1, p. 41-47, 2012. 

CUERVO-CAZURRA, A. Extending theory by analyzing developing country multinational companies: solving the goldilocks debate. Global Strategy Journal. v.1, n.2, p.153-167, 2012.

SHETH, J. N. Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices. Journal of Marketing, v. 75, n. 4, p. 166-182, 2011.

DHANARAJ, C.; KHANNA, T. Transforming mental models on emerging markets. Academy of Management Learning & Education. V.10, n.4, p. 684-701, 2011.

MEYER, K. E. Perspectives on multinational enterprise in emerging economies. Journal of International Business Studies. V.3, n. 5, p. 259-276, 2004.

RAMAMURTI, R. Developing countries and MNEs: extending and enriching the research agenda. Journal of International Business Studies. Michigan, v.35, n. 4, p. 277-283, 2004. 

GUPTA, S.; PANSARI, A.; KUMAR, V. Global Customer Engagement. Journal of International Marketing, [s. l.], v. 26, n. 1, p. 4–29, 2018.

ASHRAF, A. R.;  THONGPAPANL, N. T.;  MENGUC, B.; NORTHEY, G. The Role of M-Commerce Readiness in Emerging and Developed Markets. Journal of International Marketing, v. 25, n. 2, p. 25-51. Sep. 2017

TANG, L. Mine Your Customers or Mine Your Business: The Moderating Role of Culture in Online Word-of-Mouth Reviews. Journal of International Marketing, v. 25, n. 2, p. 88-110, Jun. 2017.

KUMAR, V; PANSARI, A. National Culture, Economy, and Customer Lifetime Value: Assessing the Relative Impact of the Drivers of Customer Lifetime Value for a Global Retailer. Journal of International Marketing, v. 24, n. 1, p. 1-21, Mar. 2016.

MORGESON, F.V.; SHARMA, P.N.;  HULT, T. G. Cross-National Differences in Consumer Satisfaction: Mobile Services in Emerging and Developed Markets. Journal of International Marketing, v. 23, n. 2, p. 1-24, Jun. 2015.

THOMPSON, F. M.; CHMURA, T. Loyalty Programs in Emerging and Developed Markets: The Impact of Cultural Values on Loyalty Program Choice. Journal of International Marketing, v. 23, n. 3, p. 87-103, Sep. 2015.

HOSFTEDE, G. National Culture in Four Dimensions. International Journal of Management and Organization. v. XIII, n.1-2, p.46-74, 1983.

GÜRHAN-CANLI, Z.; SARIAL-ABI, G.; HAYRAN, C. Consumers and Brands Across the Globe: Research Synthesis and New Directions. Journal of International Marketing, [s. l.], v. 26, n. 1, p. 96–117, 2018.

HONGZHI GAO et al. Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory. Journal of International Marketing, [s. l.], v. 26, n. 3, p. 45–69, 2018.

SHARMA, A.; KUMAR, V.; BORAH, S. B. Ritualization: A Strategic Tool to Position Brands in International Markets. Journal of International Marketing, v. 25, n. 2, p. 1-24, Jun. 2017.

TALAY, M. B.: TOWNSEND, J. D.; YENIYURT, S. Global Brand Architecture Position and Market-Based Performance: The Moderating Role of Culture. Journal of International Marketing, v. 23, n. 2, p. 55-72, Jun. 2015.

SUN, L.; ZHENG, X.; SU, M.; KELLER, R. Intention–Behavior Discrepancy of Foreign Versus Domestic Brands in Emerging Markets: The Relevance of Consumer Prior Knowledge. Journal of International Marketing, v. 25, n. 1, p. 91-109. Jun. 2017.

AKRAM, A.; MERUNKA,D.; AKRAM, M.S.  Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism. International Journal of Emerging Markets, v. 6, n. 4, p.291 – 303, 2011.

KHAUAJA, D. Gestão de Marcas na Internacionalização das Empresas. Tese (Doutorado em Administração) – Programa de Pós-Graduação da Faculdade de Economia, Administração e Contabilidade. São Paulo: Universidade de São Paulo, 2010.

QUELCH, J. Global brands: Taking stock. Business Strategy Review, V.10, n.1, p. 1-14, Spring 1999.

DAVVETAS, V.; DIAMANTOPOULOS, A. “Should Have I Bought the Other One?” Experiencing Regret in Global Versus Local Brand Purchase Decisions. Journal of International Marketing, [s. l.], v. 26, n. 2, p. 1–21, 2018.

CHETTY, S.; KARAMI, M.; MARTÍN MARTÍN, O. Opportunity Discovery and Creation as a Duality: Evidence from Small Firms’ Foreign Market Entries. Journal of International Marketing, [s. l.], v. 26, n. 3, p. 70–93, 2018.

WESTJOHN, S. A.; MAGNUSSON, P. Export Performance: A Focus on Discretionary Adaptation. Journal of International Marketing. v. 25, n. 4, p. 70-88, Dec. 2017.

DOUGLAS, S.P.; CRAIG, C.S. The role of context in assessing international marketing opportunities. International Marketing Review, v. 28, n. 2, p. 150 – 162, 2011.

Ghemawat, P. Finding your strategy in the new landscape. Harvard Business Review, 88 (3), pp. 54-60, 2010.

SCHMIDT, S.; KOTULLA, T. 50 years of research on international standardization and adaptation - From a systematic literature analysis to a theoretical framework. International Business Review. Berlin, v. 20, p. 491-507, 2011.

LIM, L. KS; ACITO, F.; RUSETSKI, A. Development of archetypes of international marketing strategy. Journal of International Business Studies. Michigan, v.37, n. 4, p. 499-524, May, 2006. 

CAVUSGIL, S. T.; ZOU, S. Marketing Strategy-Performance Relationship: An Investigation of Empirical Link in Export Market Ventures. Journal of Marketing. Chicago, v.58, p. 1-21, Jan. 1994.

WATSON IV, G. F. et al. International Market Entry Strategies: Relational, Digital, and Hybrid Approaches. Journal of International Marketing, [s. l.], v. 26, n. 1, p. 30–60, 2018.

AHI, A.; BARONCHELLI, G.; KUIVALAINEN, O.; PIANTONI, M. International Market Entry: How Do Small and Medium-Sized Enterprises Make Decisions? Journal of International Marketing, v. 25, No. 1, p. 1-21, Mar. 2017.

YAPRAK, A.; XU, A.P. S.; CAVUSGIL, A.P. E. Effective global strategy implantation. Management International Review, 51(2), pp. 179-92, 2011.

KAUFMANN, L.; ROESCH, J.F. Constraints to building and deploying marketing capabilities by emerging market firms in advanced markets. Journal of International Marketing, v.20, n.4, p. 1-24, 2012.

SCARE, R. F. A influência da estrutura organizacional na execução das atividades de marketing. Tese (Doutorado em Administração) – Programa de Pós-Graduação da Faculdade de Economia, Administração e Contabilidade. São Paulo: Universidade de São Paulo, 2008.

Quando acontece?

Aulas às terças-feiras (de 12/2 a 9/4), das 19h às 23h.

12/2

terça-feira

19/2

terça-feira

26/2

terça-feira

5/3

terça-feira

12/3

terça-feira

19/3

terça-feira

26/3

terça-feira

2/4

terça-feira

9/4

terça-feira

Investimento


  • Valor
  • Boleto
  • R$ 3.435,00
  • Cartão de crédito
  • EM ATÉ 6X R$ 572,50
R. Dr. Álvaro Alvim, 123, Vila Mariana

São Paulo - São Paulo

04018-010

Etiquetas :

São Paulo - Álvaro Alvim

Presencial

Cursos Avançados

Aulas: terças-feiras, das 19h às 23h

Até 6x de R$ 572,50*
* Confira a tabela abaixo

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