A22555 International Marketing

Scuola di Economia e Management
Academic Year 2013/14 First Semester

Docente TitolareCarolina Guerini
Office"Torre" (main tower), 8th floor
Phone0331 572273

Learning Objectives

At the end of the course the student will be able to:

  1. understand what international marketing is and how it is influenced by the cultural, economic, and financial environments;
  2. evaluate different entry-modes (export, contractual agreements, foreign direct investments)
  3. understand international distribution systems  and distribution channels.
  4. identify, analyze, and discuss products, services, and global pricing strategies;
  5. identify newly emerging markets and their role in county portfolios;
  6. analyze and define marketing plans and strategy for consumer products in foreign countries and globally
  7. understand future developments in international marketing.

Learning targets

The purpose of this course is to provide both theory and practical applications of International Marketing. It will offer research insights from around the globe and show how corporate practices are adjusting to marketplace realities. This course will examine global perspectives. It will also include social dimensions, environmental, ethical, and economic aspects of International Marketing.  International Marketing is not just about textbook learning: it challenges students to use their critical/creative skills- beyond the topics- covered in the course.

A number of sessions will include a business simulation with an international marketing focus.

Course Content

Course Delivery

The course will be structured as follows:

  •  Assigned readings – drawn from the text and other sources.  All students are expected to have read all assigned readings for each session.
  •  Lectures – designed to clarify and augment the assigned readings and cases.
  • Guest Lectures – There will be two guest speakers during the semester.  For the first guest speaker, students will be required to hand in a synopsis one week following the lecture.  For the second guest speaker, students will be required to complete an in-class assignment.
  • Case Discussion – All cases will be discussed in class, so students must read and thoroughly prepare the cases ahead of time.   Students will be called upon in class, and must be prepared to answer questions about the case.  A grade will be given for
  • participation.

 The guest speakers who guarantee their collaboration to the Course include:

  • Mr. N. Moschini, Gucci WW  Corporate and Internal Communications Manager,
  • Mr. Pendibene, Lawyer at Ernst & Young, Italy, Rome
  • Mrs. Camilla Tenchio, Marketing Diretctor Baby Care Hard Goods & Chicco Brand Director at Artsana Group
  • Mr Giuliano Pezzano, Marketing Manager Mediaworld e Saturn, Italy


Course Evaluation

For students attending classes, the final grade is based on a written project and class participation (50%) and a final written exam (50%).

Student performance will be assessed on completion of online readings and exercises, and the final marketing project. Submission of the final project document should be sent to the instructors as an e-mail attachment to the address above by the due dates noted in the class schedule.

The final grade for all other students will be based on a written  exam.

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