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A22555 International Marketing
Scuola di Economia e Management
Laboratorio Esperienziale
Academic Year 2016/17 First Semester
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The Lab is part of the Course. Non attending students of the Course are not admitted.
Students who sign up are required to attend all sessions and take active part in the group activities. Maximum number of participants is 24 on a first-come, first-served basis. Please send an e-mail to ecattaneo@liuc.it, cc cguerini@liuc.it by Sept 30th.
Learning Objectives
This Lab allows students of the international marketing course apply the concepts acquired in class to specific business cases. Each session will develop a case study or a practical exercise related to international marketing issues as they apply to companies in different industries and markets.
Detailed learning objectives are described in every Lab session.
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Session 1 October 18th 09.00-13.00
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Brief & rules of the Lab. The internationalisation of firms: exploring emerging markets Case: “Ethiopia: an emerging market opportunity?” Students will be asked to evaluate the opportunity of entering a complex and challenging market for three different firms. |
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Session 2 October 25th 09.00-13.00
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Students will be required to analyze the case of a born global brand and the challenges it faces.
Guest speaker: Raimondo Gissara, founder #be |
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Session 3 November 10th 09.00-13.00
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Topic: Leveraging COO-effect.
Students will be asked to develop the marketing mix with a view to optimising COO for the company Guest speaker: Diego Rossetti, President, Fratelli Rossetti
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Session 4 November 24th 09.00-13.00
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Students will be asked to analyze the role of different formats in the omnichannel world and provide some insights into how a specific company should deal with the challenge. Guest speaker : Cristiano Gellera, Senior Advisor of Deloitte’s Retail practice The cross-channel challenge |
Course Evaluation
Students will be divided into groups and work on specific assignments.
Each group can obtain a maximum of 3 points overall. 1 point will be assigned for full attendance and 2 for output of the group work.
Syllabus
| Session 0 Hours of lesson: 0 Instructor: | Topics: Learning ObjectivesAt 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.
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 edition will include a special focus on the customer journey and the issues of origination, engagement, transaction and post-selling services. International Marketing challenges students to use their critical/creative skills- beyond the topics- covered in the course. A number of sessions (Experiential Lab) will include a business simulation with an international marketing focus. Course DeliveryThe course will be structured as follows: - Lectures – designed to clarify and augment the assigned readings and cases. - Guest Lectures – There will be several guest speakers during the semester.The Firms that guarantee their collaboration to the Course include since years: Artsana Group, Datwyler, L’Oréal and many others belonging to Centromarca.
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 4 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. The Lab syllabus is posted on the website.
Course EtiquetteIn your own interest and of your colleagues, please strictly observe the following courtesy rules:
2. Keep your mobiles off and your laptops. 3. Hand in assignments on time. No late submissions are allowed. 4. Active participation is encouraged.
Required Readings
Students attending classes Attending students will study all relevant chapters in the textbook. Additional readings and case histories will be eventually posted on the course website. All other students must study the textbook: W.J. Keegan, M.C. Green , Global Marketing, Eight Edition, Pearson, 2014
Course Evaluation For students attending classes, the final grade is based on a written exam. The written exam will be divided into two parts. Non attending students: 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. About The InstructorsCarolina Guerini is Associate Professor in Marketing at LIUC University. She is responsible of the degree in Marketing and she teaches Marketing, Digital Marketing Product Development and International Marketing. She is also Core Faculty Member at SDA Bocconi (the Business School of Bocconi University- Milan) and owner of the BtoB Marketing Course within Bocconi University Master in Marketing and Communication. Her main research interests are in the fields of international Marketing, Country-effects, Country- branding and Innovation Management. She’s known as an expert in network marketing, too and she’ the Director of the executive Master in Network Marketing.
How to get in touch: C. Guerini: by appointment at office hours, 8th floor Tower Building , see website by phone: +39-0331-572.273; by e-mail: cguerini@liuc.it
Syllabus
Readings: |
in order to have access to the complete syllabus please enter on the student self service