International marketing - International marketing (mod. b)
- A.A. 2017/2018
- CFU 3
- Ore 20
- Classe di laurea LM-77
The course provides knowledge on the analysis of international markets through marketing research. Developing a global vision involves much effort to companies that want to acquire and successfully manage information about foreign countries. Availability, gathering and use of data, research process, and quantitative/qualitative research are here investigated. Organizing international structures and negotiation with international custmers are also presented in the course. Students assignments and focused seminars will be part of the programme.
The course is aimed at providing students the tools necessary to analyse market place and carry on market research.
Scope of international marketing research
The research process
Gathering primary data
Quantitative and qualitative research
Problems of availability and use of secondary data
Analysing and interpreting research information
Organizing for global competitio
Locus of decision
Centralized versus decentralized organizations
Negotiation with international customers, partners and regulators
- 1. (A) Pervez N. Ghauri and Philip Cateora International Marketing - 4th edition Mc Graw-Hill Education, Berkshire (UK), 2014
Students will be provided with teaching notes, slides and academics articles on the topic discussed in class. Further readings will be suggested to students during the course.
Teaching is organized as lectures and seminars with guest speakers.
Case study anaysis and assignments will be submitted to students in order to interrelate the empirical business world to the theoretical models.