Many startups engage in international activities from inception or very early on. These are often called "born global," "international new ventures," or "global startups." While this trend started in high-tech, rapid internationalization is now seen in more traditional industries as well.

This course offers a comprehensive introduction to essential international marketing and branding concepts, combined with practical applications to prepare students for real-world challenges. It provides a global perspective by exploring European marketing strategies with focus on comparing Austrian and Portuguese practices. As case studies, we will learn from successful startups and will analyse their marketing strategies, including influencer marketing, brand positioning etc.

Overview

Católica Porto Business School is presenting a joint Summer School with WU - Wirtschafts Universität Wien (Vienna University of Economics and Business) one of the best business schools in Europe. This programme will take place in Porto and bring together students and faculty of both schools in an innovative and challenging programme under the topic of international marketing and branding for startups.

Study Plan

Programme Outline and Structure: click here

The three-week structure combines interactive sessions, case discussions, and mentored project work, and is supported by a pre-course group assignment focused on the foreign market entry of an Austrian or Portuguese startup.

Goals

Through a mix of theoretical foundations, hands-on projects, case studies, and personalised coaching, students will acquire skills in market analysis, brand management, digital marketing, and innovation strategies. At the end of the course students will be able to make market entry project for startups in foreign markets. Students will be able to deliver a detailed presentation on the results of their projects.

Target Audience

This Summer School targets undergraduate students from WU and from Católica Porto Business School, that are fluent in English (no knowledge of the Portuguese language is required) and have more than 18 years old.

For Católica Porto Business Schoolstudents, this programme can grant equivalence to the Final Project course of the Undergraduate Degree (6ECTS) if:

• Students from the bachelor degree programme in Management or Economics: have completed a minimum of 102 ECTS;
• Students from the double degree in Law and Management: have completed a minimum of 178 ECTS (for both degrees), with at least 84 ECTS in Management subjects.