International marketing

• CFU 8, 8(m)
• Prerequisiti

  Fundamentals of microeconomics.

• Obiettivi formativi

  The objective of this course is to help you become an effective manager overseeing
  global marketing activities in an increasing competitive environment. If you pursue
  a marketing career, what you will learn will have a direct relevance and help you
  understand how you, as a marketing manager, can affect the business. If you
  choose a different career, the course will help you understand how you could work
  effectively with market people.

• Programma del corso

  Topics covered for 8 CFU (both attending and not attending students):
  1) Globalization of Markets and Evolution of International Marketing;
  2) Global Economic Environment;
  3) Financial Environment;
  4) Cultural Issues and Buying Behavior;
  5) Political and Legal Environment;
  6) Global Marketing Research;
  7) Global Segmentation and Positioning;
  8) Global Marketing Strategies;
  9) Global Market Entry Modes I: Exporting, Licensing, and Franchising;
  10) Global Market Entry Modes II: Outsourcing, Joint ventures, Wholly Owned
  Subsidiaries;
  11) Global Product Development;
  12) Marketing Products and Services;
  13) Global Pricing;
  14) Communicating with the World Consumer;
  15) Sales Management;
  16) Global Logistics and Distribution;
  17) Export and Import Management;
  18) Planning, Organization and Control of Global Marketing Operations;
  19) Marketing in Emerging Markets
  20) Global Marketing and the Internet
  
  Topics covered for 6 CFU (both attending and not attending students):
  1) Globalization of Markets and Evolution of International Marketing;
  2) Global Economic Environment;
  3) Financial Environment;
  4) Cultural Issues and Buying Behavior;
  5) Political and Legal Environment;
  6) Global Marketing Research;
  7) Global Segmentation and Positioning;
  8) Global Marketing Strategies;
  9) Global Market Entry Modes I: Exporting, Licensing, and Franchising;
  10) Global Market Entry Modes II: Outsourcing, Joint ventures, Wholly Owned
  Subsidiaries;
  11) Global Product Development;
  12) Marketing Products and Services;
  13) Global Pricing;
  14) Communicating with the World Consumer;
  15) Sales Management;
  16) Global Logistics and Distribution;
  17) Export and Import Management;
  

• Testi (A)dottati, (C)onsigliati
  • 1.  (A) Masaaki Kotabe and Kristiaan Helsen Global Marketing Management Wiley & sons, inc. 2011 » Pagine/Capitoli: the entire book for 8 CFU; the entire book, except chapters 17, 18 and 19, for 6 CFU
• Altre informazioni / materiali aggiuntivi

  The entire book for 8 CFU (both attending and not attending students). The entire book, except chapters 17, 18 and 19 for 6 CFU (both attending and not attending students).

• Metodi didattici
  • lezione frontale
  • esercitazioni
  • case studies
• Modalità di valutazione
  • scritto
• Lingue, oltre all'italiano, che possono essere utilizzate per l'attività didattica

  English is the only allowed language for this course

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

  English is the only allowed language for this course

MATERIALI DIDATTICI