A22555 International Marketing

Scuola di Economia e Management
Academic Year 2017/18 First Semester

Docente TitolareCarolina Guerini
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  will include a practical applications of the theory acquired. 

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. T

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. 

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