A22555 International Marketing

Scuola di Economia e Management
Academic Year 2014/15 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

understand future developments in international marketing

Learning targets

Course Content


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 Delivery


The course will be structured as follows:


  • 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.

Lab activities.

The international marketing course is designed to provide participants with the background knowledge, tools and conceptual understanding to succeed in the world of global marketing. The international marketing laboratory complements the course and will give students the opportunity to apply the concepts acquired in class to real business problems, with the support of practitioners. The lab which is considered part of the Course gives you the confidence and capability to market organization globally with success-based strategies.  Each session will last 3 hours and require active involvement and an output from all participants. The Lab will be introduced by an Introductory session. Total hours: 16

 The Companies that guarantee their collaboration to the Course include:

 Mr. N. Moschini, Gucci WW  Corporate and Internal Communications Manage,

Artsana & Chicco Brand Director at Artsana Group

Mr. Ranzoni, VP New Markets Development, Datwyler,

Mrs Alessandra Costa,  Amazon Italia  

Course Evaluation


For students attending classes, the final grade is based on written projects and class participation (9 points) and a final written exam (22 points).

Student participation will be assessed on completion of exercises during the Lab hours. Submission of the group projects’ documents should be sent to the instructors as an e-mail attachment to the address above by the due dates (ecattaneo@liuc.it + cguerini@liuc.it). Due to the huge number of students the Lab activities will be divided in two groups (A-L; M-Z). The written exam will be based on the lectures of the course.

 The final grade for all non attending students will be based on a written  exam. The dates are posted on the website. 

 The written exam for  attending students will be on December,11 th.

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