A22555 International Marketing

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.

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.

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.

The Firms that guarantee their collaboration to the Course include since years: Barilla, Artsana Group, Datwyler,  L’Oréal, Alitalia and many others.

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. 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 quality of the students’ participation will be evaluated by the Instructor and will account for 1-2 extra points.

A special Lab about Fashion & Footwear industries has been organized strictly for those students that will attend the Made in Italy Focus. The participation to the Lab is  compulsory for those students.

The Labs’ syllabus are both posted on the website.

For students attending classes, the final grade is based on a written exam.

For all students attending the Made-in-Italy Focus the written exam will be complemented by the evaluation of the Lab activities ( maximum of 5 points).

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