International marketing

  • A.A. 2017/2018
  • 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

If you pursue a marketing career, the ultimate objective of this course is to help you become an
effective manager overseeing international marketing activities in an increasing competitive
environment. If you choose a different career, the course will help you understand marketing
people and how you could work effectively with marketing people.

You will be able to develop an international marketing plan for a real company, both on your own
and as part of an international team.

Programma del corso

8 CFU for both attending and not attending students:
1) Globalization of Markets and Evolution of International Marketing;
2) Economic Environment;
3) Financial Environment;
4) Cultural Issues and Buying Behavior;
5) Political and Legal Environment;
6) Marketing Research;
7) Segmentation and Positioning;
8) Marketing Strategies;
9) Market Entry Strategies;
10) Product and Market Development;
11) Global Pricing;
12) Communication Strategies;
13) Sales Management;
14) Logistics and Distribution;
15) Export and Import Management;
16) Planning, Organization and Control of Global Marketing Operations;
17) Marketing in Emerging Markets.

Testi (A)dottati, (C)onsigliati
  • 1.  (A) Masaaki Kotabe and Kristiaan Helsen International Marketing, International Student Version, Sixth Edition Wiley & Sons, Inc., New York, 2015 » Pagine/Capitoli: The entire book except chapters 19 and 20.
Metodi didattici
  • Frontal lecturing, analysis of case studies, development of business plans and
    marketing plans 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 students 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
  • You have to submit an international marketing plan (possibly developed with with GMMSO about a company of your choice (as a .pdf file to be sent to 72 hours before the exam and named 'Name_Surname.pdf') and
    discuss it at the final oral exam. You also have to take part in the X-Culture project (www.x-, an experiential learning project that involves around 110 universities in 40
    countries: working in a virtual international team, you will develop a business proposal for a
    global company. The X-Culture project is from March to May and is compulsory for both
    attending and non-attending students. Write to in advance (January
    2018 or early February 2018) and before the course starts, in order to reserve a seat in X-
    Culture. GMMSO and X-Culture allow to assess both your ability to work on your own and your
    ability to work in an international team.
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

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