A22555 International Marketing

Scuola di Economia e Management
Syllabus
Academic Year 2016/17 First Semester

foto
Docente TitolareCarolina Guerini
E-mailcguerini@liuc.it
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
  7. 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

Session 1

 

21 th September

Time: 14.00-16.00

 

Carolina Guerini

 (3)

 

Topics:

International and Global Marketing

  • the International Marketing Concept
  • the International Marketing Process Off-line
  • the Global Digital Environment

 

Readings:

  • Textbook part I and Part. II

 

Session 2

 

3th October

Time: 10.00-13.00

 

Carolina Guerini

 (6)

Topics:

International and Global Research

  • The International Research Processes

 

Readings:

  • Part III, chap.6

 

Session 3

Time: 10.00-13.00

 

6th October

Time: 10.00-13.00

 

Carolina Guerini

  (9)

Topics:

Market selection and evaluation methodologies

  • Defining attractiveness
  • The (Double) Screening Process

 

Readings:

  • Lecturer Presentation

 

 

Session 4

 

10th October

Time: 10.00-13.00

 

Carolina Guerini

 

 (12)

Topics:

Country Portfolio Analysis

  • Managing CP: the different roles of variouscountries

 

Readings:

  • Lecturer  Presentation

 

 

Session 5

 

13th October

Time: 10.00-13.00

 

Carolina Guerini

 (15)

 

Topics:

International Marketing Strategy: Direct & Indirect Export

International Marketing Strategy: Agreements and Alliances

 

Readings:

  • Textbook, chap. 8

 

 

Session 6

 

17th  October

 

Time: 10.00-13.00

Carolina Guerini

 

 (18)

Topics:

International Marketing Strategy: FDI

 

Organizing International Marketing Activities

The Configuration Issue

The Coordination Issue

 

Readings:

  • Textbook, chap. 9

 

Session 7

 

20th October

 

Time : 14.00-17.00

Carolina Guerini

 

(21)

Topics:

International Marketing Strategy: how to segment the international market

 

The Positioning Issue

Readings:

  • Textbook, chap .9

 

 

Session 8

 

24th October

 Time : 14.00-17.00

 

Carolina Guerini

 

(24)

Topics:

The Issue Made-in and the Evaluation of COO effects

Readings:

  •  Lecturer’s Presentation

 

 

Midterm  Evalutation

 

Session 9

 

4 th November

Time : 14.00-17.00

 

Chiara Solerio

 

(27)

 

 

Topics:

The international environment: insights from the real context

 

 

Readings:

  •  Lecturer’s Presentation

 

Session 10

7th November

 

Chiara Solerio

 

Time : 10.00-13.00

 

(30)

Topics:

  • Product  & Brand Adaptation
  • Global products and alternative product strategies

Readings:

  • Textbook, chap.10

 

Readings:

  • Lecturer’s Presentation
  • Case Thun

Session 11

Time: 10.00-13.00

8th November

 

Chiara Solerio

 

 (33)

 

Topics:

  • Product  & Brand Adaptation
  • Global products and alternative product strategies

Readings:

  • Textbook, chap.10

 

Guest speaker: Carlsberg 

 

Session 12

14th November

Time: 10.00-13.00

 

Chiara Solerio

 

 (36)

Topics:

  • International Pricing Policy: how to define price for the foreign markets
  • The factors affecting International Pricing Policy
  • Price escalation
  • Bundling and unbundling

Readings:

  • Textbook, chap. 11
  • Case ClubMed

 

Session 13

Time: 10.00-13.00

 15th November

 

Chiara Solerio

 

(39)

Topics:

  • Global Marketing Channels and Physical Distribution
  • Directly operated points of sales
  • Consumer products and Channel Intermediaries

Readings:

  • Textbook, chap. 12
  • Case Italia Independent

 

Guest speaker Branca

Session 14

 

21th November

 

TIME: 9.00-13.00

 

Chiara Solerio

 

 (42)

 

Topics:

  • Communicating with the world consumer

 

Readings:

  • Textbook, chap. 14

 

Guest speaker: Mondelez

Session 15

 

22th November

Time: 10.00-13.00

 

Chiara Solerio

 

 (45)

 

 

 

 

Topics:

  • Communicating with the world consumer

Readings:

  • Textbook, chap. 14

 

 

Session 16

 

28th November

Carolina Guerini

 

(48)

 

Topics:

  • NMDSO:  a different distribution model.
  • E-commerce  &  trust

 

Guest speaker:  Luigi Di Salvo di Jeunesse

Session 17

6th December

 

Time: 10.00-13.00

 

Carolina Guerini

Chiara Solerio

(51)

  • Concluding Remarks
  • Written exam

Readings:


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