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A22555 International Marketing
Scuola di Economia e Management
Syllabus
Academic Year 2016/17 First Semester
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Learning Objectives
At the end of the course the student will be able to:
- understand what international marketing is and how it is influenced by the cultural, economic, and financial environments;
- evaluate different entry-modes (export, contractual agreements, foreign direct investments)
- understand international distribution systems and distribution channels.
- identify, analyze, and discuss products, services, and global pricing strategies;
- identify newly emerging markets and their role in county portfolios;
- 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 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 Delivery
The 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: Mendelez, Branca, Carlsberg 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 (16 hours). 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. The quality of the students’ participation will be evaluated by the Instructor. The Lab syllabus is posted on the website.
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.
Syllabus
| Session 0 Hours of lesson: 0 Instructor: | Topics: 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 C. Solerio: by appointment at office hours, 7th floor Tower Building , see website by phone: +39-0331-572.1; by e-mail: csolerio@liuc.it
Syllabus
Readings: |
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