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Home Stefania Mase' Didattica 2024/2025 International marketing

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)
Stefania Mase' / Professoressa a contratto
Prerequisiti

Basic knowledge of marketing and business management. Familiarity with fundamental concepts of economics and international trade.

Obiettivi del corso

Course Learning Objectives:


  1. Provide an in-depth understanding of International Marketing Theory, with a specific focus on the fashion and luxury sectors.
  2. Analyze and evaluate business models and globalization strategies specific to the fashion and luxury industries.
  3. Develop skills in managing international branding, taking into account cultural dynamics and global consumer behavior.
  4. Examine the importance of sustainability and the triple-bottom-line approach in international marketing strategies.
  5. Apply theoretical concepts to real-world situations through case studies, group projects, and role play.
  6. Facilitate direct interaction with industry professionals to better understand the challenges and opportunities of the global fashion market.


Programma del corso

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.

Testi (A)dottati, (C)onsigliati

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.

Metodi didattici
  • 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.


Modalità di valutazione
    • 10% Attendance and participation
    • 40% Student Project Paper and Presentation
    • 50% Final test


Lingue, oltre all'italiano, che si intende utilizzare per la valutazione

English

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