International marketing - applied international marketing

• CFU 4
• Prerequisiti

  Ottima capacita' dell'apprendimento (listening and reading) della lingua inglese
  Prerequisite
  
  A background in Economics is helpful, but not required . The course is held in
  English Language therefore English language skills must be at course level .

• Obiettivi formativi

  Conoscenza degli strumenti di marketing internazionale applicati nel business , con
  riferimento alla Cina.
  Learning Objectives
  • Develop your skills in marketing analysis and planning, familiarize you
  withmarketing strategies and tactics, enhance your problem solving and
  decision making abilities from marketing perspectives and insights, especially in
  China market.
  • To improve awareness of current challenges and issues in marketing
  especially with reference to China business

• Programma del corso

  Course Description
  
  Applied Marketing Management implies choosing target markets and finding ,
  maintaining , and developing customers through analyzing , focusing , and
  delivering client value. Especially with reference to China market the course
  wants to give basic skills for seeking and use better organizational tools in
  order to satisfying customers in a challenging market environment. This course
  provides an overview of marketing principles , basic analysis tools, marketing
  management methods , and gives students the opportunity to apply the
  concepts they will learn to practical business situations.
  
  Required Text
  • Kotler, Philip – Kevin Lane Keller –Taihong Lu , (2009) Marketing
  Management in China , Prentice Hall
  Recommend ancillary readings :
  • Kotler, Philip (2009), Marketing Management (13th edition), Prentice Hall.
  • Sak, Onkvisit – Shaw ,John J. , (2000) International Marketing Analysis
  and Strategy (5th edition) , Prentice Hall
  • Corey E.Raymond – Cespedes, Frank V.-Rangan ,V.Kasturi , (1993) Going
  to Market (5th Edition) , Prentice Hall
  • Liu, Warren (2008) KFC in China , Secret Recipe for Success ,Wiley and
  Sons
  
  Topic
  Readings (with refernce to the Course Textbook)
  (additional readings may be assigned) Case studies
  Overview of Marketing Management Chapter 1 -2 Red Wong Lo Kat
  vs. Green Wong Lo Kat (p.223)
  Customer Value &
  Market Environment Strategic planning Chapter 3
  Chapter 4 Vanke Group Ltd. (p.90)
  
  Analyzing Consumer Market &
  Analyzing Business Market Chapter 5
  Chapter 6 When Coke facing Future’s challenge in China (p.211)
  Identifying Market Segment and Targets
  Creating positioning Chapter 7
  Chapter 8 Technogym in the world.
  Briccocafe and the Italian food experience in China
  Case 1 Deadline
  Dealing with the Competition Building Brand Equity and strategy Chapter 9
  Diao’s branding (p.155)
  Product strategy Chapter 10 Iguzzini Lighting : a new asian
  market
  Positioning Chapter 11
  Tencent QQ (p.496)
  Exam #1 (Chapters 1-11)
  
  Market targeting
  Chapter 11 -12
  Galanz’s Strategy of Low-Priced Competition (p.368)
  Pricing Chapter 12 Italian Luxury Brands: pricing versus positioning
  Marketing Channels,
  Retailing & Wholesaling Chapter 13
  Chapter 14 Yiwu Commodity City (p.380)
  Case 2 Deadline
  Communicating value :Advertising, Sales Promotion & PR Chapter 15
  Chapter 16 Taobao.com, baidu.com; Alibaba.com; who is a winner against
  Google?
  Direct Marketing ,indirect marketing &
  Online Marketing Chapter 17
  Chapter 18 Hospitality industry in China and customers approach
  Exam #2
  (Chapters 11-18)
  

• Testi (A)dottati, (C)onsigliati
  • 1.  (A) • Kotler, Philip – Kevin Lane Keller –Taihong Lu , (2009) Marketing Management in China Prentice hall 2009
• Altre informazioni / materiali aggiuntivi

  Recommend ancillary readings :
  
  • Kotler, Philip (2009), Marketing Management (13th edition), Prentice Hall.
  • Sak, Onkvisit – Shaw ,John J. , (2000) International Marketing Analysis and Strategy (5th edition) , Prentice Hall
  • Corey E.Raymond – Cespedes, Frank V.-Rangan ,V.Kasturi , (1993) Going to Market (5th Edition) , Prentice Hall
  • Liu, Warren (2008) KFC in China , Secret Recipe for Success ,Wiley and Sons

• Metodi didattici
  • lezione frontale
  • esercitazioni
  • gruppi di lavoro
  • VIP speeches and testimonials ;testimoniante e interventi di VIP
• Modalità di valutazione
  • scritto
  • orale
  • verifica intermedia Overview of Assessment
    
    Assessment will consist of two exams (mid term exam and final exam 35%
    each), two case analyses (10% each), and class participation
• Lingue, oltre all'italiano, che possono essere utilizzate per l'attività didattica

  english

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

  english

MATERIALI DIDATTICI