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 global environmental changes.

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

• 1.  (A) Cateora P.R., Graham J., Gilly M.C. International Marketing McGraw-Hill, UK, 2019
• 2.  (C) Czinkota M.R., Ronkainen I.A. International Marketing South-Western Publishing Co., OH, USA, 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 improve their critical approach and problem solving ability toward international marketing topics.
  A final project work is required to verify students' knowledge and skills in dealing with marketing strategy issues.
  

• A final written exam 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 and to verify 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. A final project work is also required and will be part of the final evaluation.
  

INGLESE

INGLESE