International marketing

  • A.A. 2019/2020
  • 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
increasingly 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 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) International Marketing Research;
7) International Segmentation and Positioning;
8) International Marketing Strategies;
9) Market Entry Strategies;
10) Product Policy Decisions I: Developing New Products;
11) Product Policy Decisions II: Marketing Products and Services;
12) Global Pricing;
13) Communication Strategies;
14) Sales Management;
15) Logistics and Distribution;
16) Export and Import Management;
17) Planning, Organization, and Control of Global Marketing Operations;
18) Marketing in Emerging Markets.

Testi (A)dottati, (C)onsigliati
  • 1.  (A) Masaaki Kotabe and Kristiaan Helsen Global Marketing Management, Seventh Edition Wiley & Sons, Inc., New York, 2017 » Pagine/Capitoli: The entire book except chapters 19 and 20.
Metodi didattici
  • Frontal lecturing, analysis of case studies, development of a marketing plan are the main
    teaching tools. 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 will be encouraged
    to apply for the X-Culture Global Symposiums 2019 and 2020 and, if selected, they will
    be invited to attend.
Modalità di valutazione
  • The evaluation is based on two components:
    1) Written exam with open questions intended to assess theoretical knowledge;
    answers are evaluated according to completeness and clarity;
    2) Performance in the X-Culture project (, an innovative experiential learning project: working in a virtual international team, you will develop a business proposal for a real company. The project is in March-April 2020 and is compulsory for both attending and non-attending students. Write to in advance (January or early February 2020) and before the course starts, in order to reserve a seat. The evaluation depends on the quality and innovativeness of the final report; completeness of the weekly surveys; peer-evaluations; final reflective paper. The individual evaluation prevails on the team evaluation.
    Component 1) weights 60%. Components 2) weights 40%.
    There will be an intermediary exam for attending students.
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