Italian with some parts of the course debated in English
Course Content
The course analyzes the various facets of firms internationalization process from an analytical, strategic and operational-management point of view. The course considers the main theoretical approaches related to the firms international development. It examines the internationalization strategies and the channels of entry choices into foreign markets. It examines in depth the issues of marketing management from an international business perspective.
For students not attending the lectures (International students are highly recommended to attend the lectures):
- Valdani E., Bertoli G., 2014, Marketing internazionale, Egea, Milano.
- Aiello G. (a cura di), Davanti agli occhi del Cliente Branding e retailing del Made in
Italy nel mondo.
For students attending the lectures:
- Valdani E., Bertoli G., 2014, Marketing internazionale, Egea, Milano ("Appendice" has not to be studied).
- Aiello G. (a cura di), Davanti agli occhi del Cliente Branding e retailing del Made in
Italy nel mondo (only "Parte I").
Prerequisites
Management and Marketing (principles)
Teaching Methods
In class teaching, assignemnts and seminars
Type of Assessment
I. For students not attending the lectures (International students are highly recommended to attend the lectures)
Oral exam on all the chapters and parts of:
- Valdani E., Bertoli G., 2014, Marketing internazionale, Egea, Milano.
- Aiello G. (a cura di), Davanti agli occhi del Cliente Branding e retailing del Made in
Italy nel mondo.
II. For students attending the lectures:
Group work (International marketing plan development and presentation in class of the plan)
Oral exam on the parts the texts below indicated:
- Valdani E., Bertoli G., 2014, Marketing internazionale, Egea, Milano ("Appendice" has not to be studied).
- Aiello G. (a cura di), Davanti agli occhi del Cliente Branding e retailing del Made in
Italy nel mondo (only "Parte I").