International marketing - International marketing - mod.b
- A.A. 2023/2024
- CFU 3
- Ore 20
- Classe di laurea LM-77
The students must have basic knowledge of marketing processes and international marketing activities.
The globalization of businesses in a prerequisite in many industries. The fashion industry is a very good example for the necessity for business to expand markets and find new customers overseas. Compared to other industries the fashion industry can internationalize more easily. The investment costs are lower, economies of scale can be used, and fashion brand often do not have to adapt their brand to local markets, but sell the image of their home country.
The course aims to analyze the internationalization of fashion brands, and particularly looks at branding, communication and innovation management of products and processes. At the end of the course the student will be able to understand the international strategies of fashion brands and the relevant processes which support these activities.
Programma del corso1) Summary and revision of International Marketing Theory
a. Market Entry Processes
b. Market Research
c. International Marketing Mix
2) Overview of fashion brand Internationalization: theories and trends.
a. Characteristics of the fashion industry and its products
b. The nature of fashion brand internationalization
3) Product and process innovation in the fashion industry
a. Innovation in materials: the new frontiers of the textile sector
b. Innovation in style
c. Innovation in product development
d. Innovation in organization end production
e. Innovation in distribution and retailing
4) International Brand Management in the Fashion Industry
a. Concepts and classification of brands
b. Fashion brand development and management
c. Fashion brand communication
d. Challenges and issues in luxury fashion branding
International marketing - Mod. b
No textbook required
Further informations / additional materials
This course will entirely be held in English.
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The course will be held in seminar format. Students are expected to attend every class, participate actively in class discussions, individual and group exercises.
10% Class Participation
10% Attendance
40% Final Test
40% Student Project Paper and Presentation
English