Course teached as: B005873 - INTERNAZIONALIZZAZIONE DELL'IMPRESA Second Cycle Degree in MANAGEMENT AND BUSINESS ADMINISTRATION Curriculum MARKETING
Teaching Language
Lectures are held in Italian. Handouts, readings and textbook are in English and Italian
Course Content
This course offers a wide range of concepts in the field of international marketing management such as the: a) strategic elements of international competitive advantage; b) scope of international marketing; c) global cultural environment; d) global marketing research, global segmentation, country screening and market selection; e) global market entry strategies; f) international marketing policies; g) planning, organizing and control of global marketing operations
Textbooks:
Bertoli G., Valdani E., (2018). Marketing Internazionale, Seconda Edizione, Egea, Milano.
Ghauri P., Cateora P. (2014). International Marketing, 4th edition, McGraw-Hill Education.
Learning Objectives
Learning Outcomes:
On completion of the course, the successful student will have acquired:
Knowledge:
• The differences between the domestic and international marketing contexts
• The diversity of international markets and the range of environmental factors affecting them
• The definitions, theories of and debates around globalization
• The importance of cultural factors in international buyer behaviour and in developing international marketing strategies
• The scope and limitations of market research in an international context
• Analysis in international market selection, including political, economic, demand- related and partner risks
• Selection process of potential international markets for entry
• Alternative market entry strategies
• The standardisation vs. adaptation debate in international marketing
• The relationship between international market analysis, international marketing strategy and international marketing decisions and activities
• How companies move from an internationalizing approach to a fully global approach to marketing, using value chain analysis and other tools
Learning Outcomes:
On completion of the module, the successful student will have acquired:
Knowledge:
• The differences between the domestic and international marketing contexts
• The diversity of international markets and the range of environmental factors affecting them
• The definitions, theories of and debates around globalization
• The importance of cultural factors in international buyer behaviour and in developing international marketing strategies
• The scope and limitations of market research in an international context
• Analysis in international market selection, including political, economic, demand- related and partner risks
• Selection process of potential international markets for entry
• Alternative market entry strategies
• The standardisation vs. adaptation debate in international marketing
• The relationship between international market analysis, international marketing strategy and international marketing decisions and activities
• How companies move from an internationalizing approach to a fully global approach to marketing, using value chain analysis and other tools
Skills:
• Effectively search for, identify, and analyse information related to foreign market opportunities
• Critically evaluate the risks facing firms entering international markets, and their implications for marketing strategies, activities and decisions
• Conduct a foreign market risk analysis
• Determine appropriate market entry strategies
• Develop appropriate marketing programmes for foreign markets
• Critically assess the issues and debates in globalization
Prerequisites
Principle of Management - Economia e gestione delle imprese
Principle of Marketing - Marketing (principi e strumenti)
Teaching Methods
The course will be delivered by a means of a bi-weekly lecture series dealing with the main concepts and practices in international marketing. Students will be exposed to seminars and in class activities, including multiple choice tests, presentations, case study analysis, and discussion exercises. The module will be supported with moodle.
Type of Assessment
The assessment includes a group presentation, an individual assignment, and a final examination
Course program
This course puts marketing into the global context and shows the importance of international marketing in the era of globalization. It familiarizes students with the theoretical base for international marketing and provides them with a thorough understanding of the nature of the international market place and the complex and challenging forces that shape the current international business environment. Students will learn how to critically assess the implications of such forces and trends for marketing strategy and decision making across borders. They will also develop international marketing decision-making skills and know-how that will assist them in pursuing a career in international marketing or business. The following topics will be covered:
- Strategic Elements of International Competitive Advantage
- The Scope of International Marketing
- The Global Cultural Environment
- The Global Cultural & Social Environment
- Emerging Markets and Market Behaviour
- Global Marketing Research
- Global Segmentation, Country Screening and Market Selection
- Global Market Entry Strategies
- Marketing Products & Services
- Global Product Policy Decisions
- Global Pricing Decisions
- Global Marketing Channels and Distribution
- Global Marketing Communication Decisions
- Planning, Organizing and Control of Global Marketing Operations