Lectures are held in Italian and - seldom- in English. Handouts, readings and textbook are in English and Italian for attending students, only in English for not attending students.
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
Bertoli G., Valdani E., (2018). Marketing Internazionale, Seconda Edizione, Egea, Milano.
Textbook for
non-attending students:
Ghauri P., Cateora P. (2014). International Marketing, 4th edition, McGraw-Hill Education.
Additional readings will be addressed during the course to attending students
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
Principles of Management -
Principles of Marketing
Teaching Methods
The course will be delivered through two weekly lessons over the semester that will address theories and practices of internationalization and international marketing. Students will be exposed to seminars and classroom activities, including presentations, case study analyzes and discussion exercises. The course will be supported by the contents placed in Moodle environment.
Type of Assessment
The assessment mode is distinguished between attending students and non-attending students.
Assessment for attending students
- Final oral exam on the texts assigned in the program (65%)
- Assignment on business internationalization assigned by the teacher to learners (25%)
- Class Participation (presence and involvement in classroom activities and promoted debates) (10%)
The final exam aims to ascertain the acquisition of knowledge and skills (i.e. the acquisition of learning outcomes) by carrying out an oral test without the help of notes or books.
The oral exam consists of a conversation with the teacher aimed at bringing out the ability to independently and critically address a problem relating to the issues of the internationalization of the company. The level of mastery of the technical-scientific lexicon acquired, the knowledge and understanding of the topics under study, the ability to connect and apply the topics under study to cases (real or simulated), the ability to connect and compare the different topics under study. During the oral exam, the questions will also be aimed at highlighting the student's ability to independently and critically address the main issues.
The assignment (business case, theoretical concept to be applied) is based on the development of a document in digital format to be presented to the classroom. The assignment will be assessed on the basis of the level of achievement of the objectives, the relevance of the themes developed and the effectiveness of the presentation (logical flow, proper application of technical-scientific competence, vocabulary, involvement of the audience).
Class Participation will be assessed on the basis of the attendance level of the learner attending the lessons (the attendance threshold is set at 80% of the total number of lessons provided) and the degree of involvement in classroom participatory activities (mini exercises and micro -tasks) and the debates.
***
Assessment for not attending students
- Final oral exam on the texts assigned in the program (100%)
The final exam aims to ascertain the acquisition of knowledge and skills (i.e. the acquisition of learning outcomes) by carrying out an oral test without the help of notes or books.
The oral exam consists of an articulated conversation with the teacher aimed at bringing out the ability to independently and critically address a problem relating to the issues of the internationalization of the company. The level of mastery of the technical-scientific lexicon acquired, the knowledge and understanding of the topics under study, the ability to connect and apply the topics under study to cases (real or simulated), the ability to connect and compare the different topics under study. During the oral exam, the questions will also be aimed at highlighting the student's ability to independently and critically address the main issues.
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
Sustainable Development Goals 2030
Promote sustainable industrialization and foster innovation; Making cities inclusive, safe, resilient and sustainable; Ensuring sustainable consumption and production patterns.