International Marketing Strategy and Simulation Game

Summer School Lisbon Syllabus
International Marketing Strategy and Simulation Game
Prof. Jorge Lengler
Position at ISCTE-IUL: Assistant Professor
PhD in Competitive Strategy and Marketing (Federal University do Rio Grande do Sul, Brazil, and University of
Oregon, USA). He did his post-doctorate studies in International Business in the University College Dublin
He has been working as an international consultant for numerous companies seeking to internationalise their
strategies to developing countries. He has published scientific articles in numerous international journals and
books, such as the Journal of Small Business Management, Journal of Marketing Management, Advances in
International Marketing, among others.
Course Structure:
Course Title: International Marketing Strategy and Simulation Game
Department: Marketing, Strategy and Operations
Target: Master and Advanced Undergraduate students
Pre-requisites: None
This course is designed to provide students with an applied understanding of international marketing activities.
It seeks to familiarize them with the international marketing concepts and applications. At the end of the course,
students should be able to understand market considerations in an international environment, identify courses
of action and evaluate strategic options in the implementation of international marketing programmes. By doing
so, it is hoped that students will develop a cultural sensitivity, in addition to enhancing their analytical and creative
After participating on this programme, students will be able to make more efficient decisions regarding the
international marketing strategy components. Also, it is expected students will become aware of the international
customs that play a mediating role between the international strategy and international firm performance.
The Scope and Challenge of International Marketing
The Dynamics of International Business
Cultural Dynamics in International Marketing
Business Customs and Practices in International Marketing
The International Political and Legal Environment
International Marketing Strategies
International Market Entry Strategies
Exporting, Managing and Logistics
Developing Consumer Products for International Markets
10. The International Distribution System
11. International Advertising and Promotion
12. Pricing for International Markets
Class participation (individual) = 20%
Case study preparation (group) = 30%
Simulation decision making process presentation and report (group) = 50%
Teaching Method:
This programme is structured around a series of lectures, class debate, case studies and, an international
marketing simulation. Class participation is an essential component of the design of this course. All students will
be expected to engage in class discussion and debate in order to facilitate the formation of their critical judgments.
The international marketing simulation will be carried out during the course and student groups will be led to
make international decisions regarding entry strategies, market analysis, product, pricing, distribution and
communication decisions. Groups will make decisions every class and will be coordinated by the lecturer.
Simulations allow students to learn from their own experience, to experiment with different strategies, and to live
with their decisions over the long run.
Country Manager Instructions Manual. Interpretive Software:
Ghauri, P. & Cateora, P. (2011). International Marketing. 3rd Ed. London: McGraw Hill.