The course contents include the analysis of foreign markets, the processes of
international business development, competitive strategies for foreign markets, with
application to companies in the fashion industry and other sectors
Text:
Bursi T. e Galli G. (eds.) Marketing internazionale. McGraw-Hill, Milano, 1° edizione, 2012
References:
Guercini S. (ed.) Marketing e management interculturale. Il Mulino, Bologna, 2010
Learning Objectives
the contents of the module include analysis of the market foreign, the processes of
international business development, competitive strategies for foreign markets, with
application to fashion industry and other sectors
Prerequisites
Management;
Introduction to marketing
Teaching Methods
Classes, papers, seminars, laboratories
Further information
Lecturer's e-mail: simone.guercini@unifi.it
To contact the lecturers see his web page at www.economia.unifi.it
Type of Assessment
written test and papers, presentations, final oral exam
Course program
Introduction to the course. Drivers of internationalization: globalization, open markets and ICT (Bursi and Galli chap. 1)
Theories of internationalization processes of firms and markets (Bursi and Galli chap. 2)
Strategic decisions, business planning and international growth (Bursi and Galli chap. 3)
Entry in the foreign market, export and direct and indirect e-commerce (Bursi and Galli chap. 4)
International cooperation agreements: definition, types and problems (Bursi and Galli chap. 5)
Foreign direct investment: greenfield, acquisitions, monitoring and reporting with the parent company (Bursi and Galli chap. 6)
Strategies and policies of the product on the international market and country of origin effect (Bursi and Galli chap. 8)
Strategies and policies of international distribution and price in the international markets (Bursi Galli and chaps. 9:10)
Communication strategies and policies for foreign markets and communication plan (Bursi and Galli cap 11).
Contracts in commercial transactions with foreign and delivery of the goods (Bursi Galli and chaps. 13:14)
International payments, credit risk and credit insurance. Aspects of customs tax and currency (Bursi and Galli chap. 15:17)
Logistics, international transport and insurance of the goods (slides teacher, Bursi and Galli chap. 16)
Laboratory Business and Market
Research on SMEs in the textile and clothing industry