International marketing - International marketing - mod.b
- A.A. 2024/2025
- CFU 3, 3(m)
- Ore 20, 20(m)
- Classe di laurea LM-77, LM-16(m)
Basic knowledge of marketing and business management. Familiarity with fundamental concepts of economics and international trade.
Course Learning Objectives:
- Provide an in-depth understanding of International Marketing Theory, with a specific focus on the fashion and luxury sectors.
- Analyze and evaluate business models and globalization strategies specific to the fashion and luxury industries.
- Develop skills in managing international branding, taking into account cultural dynamics and global consumer behavior.
- Examine the importance of sustainability and the triple-bottom-line approach in international marketing strategies.
- Apply theoretical concepts to real-world situations through case studies, group projects, and role play.
- Facilitate direct interaction with industry professionals to better understand the challenges and opportunities of the global fashion market.
This course provides an overview of International Marketing Theory with a focus on the fashion and luxury industries. It explores business models, globalization strategies, international branding, and the role of sustainability and the triple-bottom-line in these sectors. By examining theoretical concepts and real-world case studies, the course equips students to navigate and impact the global fashion and luxury markets.
Cateora, P. R et al. (2020), International Marketing, 18th Edition McGraw Hill. ISBN: 9781260568936.
Kapferer, J.N., Kernstock, J., Brexendorf, T.O., Powell, S.M. (2017). Advances in Luxury Brand Management. Journal of Brand
Management: Advanced Collections. DOI 10.1007/978-3-319-51127-6
Masè, S. & Cedrola, E. (2017). Louis Vuitton's Art-Based Strategy to communicate Exclusivity and Prestige. In (Ed. by Jin B. & Cedrola E.) Fashion Brand Internationalization. Palgrave MacMillan.
Further information / additional materials
Slides and additional materials will be released after each lecture.
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The course will be based on active learning approaches with case studies, group projects, role play, and (possibly), the participation of executives from the fashion industry.
- 10% Attendance and participation
- 40% Student Project Paper and Presentation
- 50% Final test
English