International marketing

  • A.A. 2014/2015
  • CFU 8
  • Ore 40
  • Classe di laurea LM-52
Ernesto Tavoletti / Professore di ruolo - II fascia / Economia e gestione delle imprese (SECS-P/08)
Dipartimento di Scienze Politiche, della Comunicazione e delle Relazioni Internazionali

Fundamentals of microeconomics. General Management.

Obiettivi del corso

The ultimate objective of this course is to help you become an effective
manager overseeing global marketing activities in an increasing competitive

If you pursue a marketing career, what you will learn will not only have a direct
relevance but also help you understand how you, as a marketing manager, can
affect other business functions for effective corporate performance on a global
basis. If you choose a different career, the course will help you understand how
you could work effectively with market people for the same corporate goal.

Programma del corso

1) Globalization of Markets and Evolution of International Marketing;
2) Global Economic Environment;
3) Financial Environment;
4) Cultural Issues and Buying Behavior;
5) Political and Legal Environment;
6) Global Marketing Research;
7) Global Segmentation and Positioning;
8) Global Marketing Strategies;
9) Global Market Entry Modes I: Exporting, Licensing, and Franchising;
10) Global Market Entry Modes II: Outsourcing, Joint ventures, Wholly Owned
11) Global Product Development;
12) Marketing Products and Services;
13) Global Pricing;
14) Communicating with the World Consumer;
15) Sales Management;
16) Global Logistics and Distribution;
17) Export and Import Management;
18) Planning, Organization and Control of Global Marketing Operations;
19) Marketing in Emerging Markets
20) Global Marketing and the Internet

Testi (A)dottati, (C)onsigliati
  • 1.  (A) Masaaki Kotabe and Kristiaan Helsen Global Marketing Management, International Student Version Wiley & Sons, Inc., New York, sixth Edition, 2014 » Pagine/Capitoli: the entire book for 8 CFU; the entire book, except chapters 17, 18 and 19, for 6 CFU
Metodi didattici
  • Frontal lecturing, analysis of case studies, development of business plans and
    marketing plans, and Oxford style debates are the main teaching tools.
    You will have the opportunity to use a web-based global marketing
    management research and planning program (GMMSO: in
    order to develop your own international marketing plan. You will also have the
    opportunity to work on an international project (X-Culture:
    together with people from all around the world in global virtual teams and
    learn the best practices of cross-cultural collaboration through personal
    experience. Upon successful completion of the project, X-Culture participants
    receive achievement certificates. The best students in the X-Culture project
    may be encouraged to attend international conferences in order to present
    their work.
Modalità di valutazione
  • Both multiple-choice questions and open questions (written exam), plus you
    must submit an international marketing plan with GMMSO (
    If you both submit an international marketing plan with GMMSO ( and take part in X-Culture ( you avoid the written exam. Participation in X-Culture is strongly encouraged in order to
    fully reach the objectives of this course. The X-Culture project is from March to
    May and is recommended for attending students only.
Lingue, oltre all'italiano, che possono essere utilizzate per l'attività didattica

English is the only allowed language for this course

Lingue, oltre all'italiano, che si intende utilizzare per la valutazione

English is the only allowed language for this course