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Home Ernesto Tavoletti Didattica 2021/2022 International marketing

International marketing

  • A.A. 2021/2022
  • CFU 8
  • Ore 40
  • Classe di laurea LM-52
Ernesto Tavoletti / Professore di ruolo - II fascia (ECON-07/A)
Dipartimento di Scienze Politiche, della Comunicazione e delle Relazioni Internazionali
Prerequisiti

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) Logistics and Distribution;
15) Sustainable Marketing in the Global Marketplace;
16) Export and Import Management;


Testi (A)dottati, (C)onsigliati
  • 1.  (A) Masaaki Kotabe and Kristiaan Helsen Global Marketing Management, Eighth Edition Wiley & Sons, Inc., New York, 2019 » Pagine/Capitoli: The entire book except chapters 14, 16, 17, 18, 19 and 20.
  • 2.  (C) Alon, I., Jaffe, E., Prange, C., & Vianelli, D. Global marketing: contemporary theory, practice, and cases, third edition Routledge, New York, 2021
Altre informazioni / materiali aggiuntivi

In addition to face-to-face teaching, students will be able to take advantage of additional materials, which will be uploaded to the TEAMS platform.

Metodi didattici
  • Frontal lecturing and analysis of case studies.
Modalità di valutazione
  • The evaluation is based on a written exam with open questions intended to assess theoretical knowledge and the ability to apply it to specific cases; answers are evaluated according to completeness, rigour and clarity;
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

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