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International marketing - International marketing (mod. a)

  • A.A. 2017/2018
  • CFU 6
  • Ore 40
  • Classe di laurea LM-77
Patrizia Silvestrelli / Professoressa di ruolo - II fascia / Economia e gestione delle imprese (SECS-P/08)
Dipartimento di Economia e Diritto

Principles of Microeconomics
Principles of Business Management

Obiettivi del corso

The course analyses the international marketing strategies to make companies competitive in the global marketplace. Even though marketing principles and concepts are universally applicable, the environment within which the marketer must implement marketing plans can change dramatically from country to country. The course deals with the critical issues of country choice, foreign country entry, market segmentation and international marketing mix to make products suitable to foreign consumers (product management and branding, pricing, promotion and distribution channels).

The aim of the course is to provide students the knowledge and tools to comprehend the complexities of marketing products and services around the world both on a strategic and operational level.
Students should leave the course with a comprehensive understanding of the way companies develop successful global marketing strategies and adjust to the global environmental changes.

Programma del corso

The content of the course includes the following topics:

Part I - The international marketing environment
International marketplace
Economic environment
Trade policy and institutions
Cultural environment
Legal and political environment
Emerging markets

Part II - International market entry
Strategic planning
Research process
Market analysis and segmentation
Market entry and expansion

Part III - Developing global marketing strategies
Global product management and branding
International logistics and material management
Global pricing
Integrated marketing communication and international advertising
Channel distribution and international sales management

Testi (A)dottati, (C)onsigliati
  • 1.  (A) Michael R. Czinkota and Ilkka A. Ronkainen Principles of International Marketing (10th Edition) Cengage Learning, South-Western, 2013
Altre informazioni / materiali aggiuntivi

Students will be provided with teaching notes, slides and academic articles on the topics discussed in class.
Further readings will be suggested to students during the course.

Metodi didattici
  • Teaching is organised as lectures and seminars with guest speakers.
    Case-study analysis and assignments will be submitted to students in order to interrelate the empirical business world to the theoretical models.
Modalità di valutazione
  • A final written exams is mandatory to accomplish the course and acquire credits. The exams is addressed to evaluate student's knowledge about both the theoretical and empirical issues. The aim of the final exam is to verify the level of knowledge and the ability in analysing international marketing issues.
    Class attending is not compulsory, but strongly recommended.
    During the course, students are supposed to actively participate in class discussion about case studies and develop midterm assignments. The grades achieved will be part of the final evaluation.
Lingue, oltre all'italiano, che possono essere utilizzate per l'attività didattica


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