International marketing

• CFU 8
• Prerequisiti

  Fundamentals of microeconomics. General Management.

• Obiettivi formativi

  The ultimate 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 not only have a direct
  relevance but also help you understand how you, as a marketing manager, can
  affect other business functions for effective corporate performance on a global
  basis. If you choose a different career, the course will help you understand how
  you could work effectively with market people for the same corporate goal.

• Programma del corso

  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

• 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
• Metodi didattici
  • Frontal lecturing, analysis of case studies, development of business plans and
    Oxford style debates are the main teaching tools.
    You will have the opportunity to use a web-based global marketing
    management research and planning program (GMMSO: www.gmmso3.com) in
    order to develop your own international marketing plan.
    You will also have the opportunity to work on an international project (X-
    Culture: www.x-culture.org) together with people from all around the world in
    global virtual teams and learn the best practices of cross-cultural collaboration
    through personal experience. Upon successful completion of the project, X-
    Culture participants receive achievement certificates. The best students in the
    X-Culture project level may be encouraged to attend international conferences
    with travel stipends in order to present their work.
• Modalità di valutazione
  • Both multiple-choice questions and open questions, textbook based (written
    exam: two hours). If you develop an international marketing plan with GMMSO
    (www.gmmso3.com) or take part in X-Culture (www.x-culture.org) you avoid
    the open questions. If you take both GMMSO and X-Culture you avoid both
    multiple-choice questions and open questions. Participation in GMMSO and/or X-
    Culture is strongly encouraged in order to fully reach the objectives of this
    course. The X-Culture project is from March to May and is recommended for
    attending students only.
• 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