A22555 International Marketing

Scuola di Economia e Management
Laboratorio Esperienziale
Academic Year 2014/15 First Semester

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

Learning Objectives

Required Readings

Course Evaluation


Session 0
Hours of lesson: 0
Instructor: E. Cattaneo



School of

Economics and Management


International Marketing – Made in Italy Fashion&Footwear Lab

A.Y. 2014/2015 – I Semester


Eleonora Cattaneo

Eleonora Cattaneo




8th floor –Edificio Torre








Learning Objectives

This Lab allows students of the international marketing course with a specific interest in the world of fashion to acquire sector-focused practical knowledge. Each session will develop a case study or a practical exercise related to international marketing issues as they apply to Italian fashion and footwear players

Detailed learning objectives are described in every Lab session.


Lab Contents


The lab will focus on 5 topics:


·         Market selection

·         Market portfolio management

·         Leveraging Country-of-Origin Effect

·         Developing international retail strategies

·         Intercultural Communication




-       Company briefing (on a real issue): students will be required to provide an analysis followed by recommendations

-       Case study: analysis and class discussion

-       Simulation




The Lab is part of the International Marketing course. Only attending students can take part in the Lab sessions.



Lab materials

Will be posted on the web site



Students will be divided into groups. Each group must hand in the agreed output at the end of each session.

Each group can obtain a maximum of 9 points overall.



Eleonora Cattaneo, SDA Professor of Marketing, Her areas of expertise include strategic and international marketing as well as brand management. She has global consulting experience in a variety of Fortune 500’s: Fiat, CNH Industrial, Renault and Nestlé among others. She has acted as in-house advisor to CMOs providing insights as well as support in deployment of new market entry strategies, brand repositioning and new product launches. She has been visiting professor at EM Lyon, the Helsinki School of Economics and Cranfield School of Management. Author of several publications and papers, among others: “Assessing the revival potential of brands from the past: how relevant is nostalgia in retrobranding strategies?” (with Carolina Guerini) in Journal of Brand Management.



E. Cattaneo: office hours by appointment, mail: ecattaneo@liuc.it



Session 1




Brief & rules of the Lab.

Topic: Market selection

  • Defining attractiveness: are there specific sector indicators?
  • Defining Product.-specific  Variables for fashion and footwear firms
  • Defining Firm-specific Variables
  • Data mining

Students will learn to measure market attractiveness and potential, decide how to enter new foreign markets

Exercise: Supporting a fashion company in a market entry decision


Session 2



Topic: Market selection

Applying CPA to a real case: the construction of the Key Country Matrix

Students will learn how to manage a portfolio of product/market combinations. Make recommendations to a real customer.

Exercise: building a key-country matrix for a footwear company

Session 3



Topic: Leveraging COO-effects for Italian fashion companies

  • How to manage favourable match situations effectively

Students will be asked to develop the marketing mix with a view to optimising COO for the company  

Session 4



Topic: international retail for fashion companies

·         How to develop a retail strategy in international markets: Loro Piana presentation

·         Case study discussion

Session 5




Topic:Intercultural  negotiations

• How to manage intercultural negotiations

• Simulation


You will practice negotiating with the objective of closing a deal with a partner from a different culture




in order to have access to the complete syllabus please enter on the student self service