International marketing - Marketing strategy and marketing mix (mod. a)
- A.A. 2018/2019
- CFU 6
- Ore 40
- Classe di laurea LM-77
Principles of Microeconomics
Principles of Management
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.
The content of the course includes the following topics:
Part I - The international marketing environment
Trade policy and institutions
Legal and political environment
Part II - International market entry
Market analysis and segmentation
Market entry and expansion
Part III - Developing global marketing strategies
Global product management and branding
International logistics and material management
Integrated marketing communication and international advertising
Channel distribution and international sales management
- 1. (A) Ghauri Pervez, Cateora Philip International Marketing McGraw-Hill, UK, 2014
- 2. (C) Michael R. Czinkota and Ilkka A. Ronkainen Principles of International Marketing Cengage Learning, South-Western, 2013
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.
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.