A22555 International Marketing

Scuola di Economia e Management
Syllabus
Academic Year 2018/19 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

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:

  • – designed to clarify and augment the assigned readings and cases.
  • Guest Lectures – There will be several guest speakers during the semester.

Course Etiquette

In your own interest and of your colleagues, please strictly observe the following courtesy rules:

1. Arrive to class on time; do not leave early.

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, Eighth 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. 

Syllabus

Session 1
Hours of lesson: 3
Instructor: C. Guerini

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
Hours of lesson: 3
Instructor: C. Guerini

Topics:

International and Global Research

  • The International Research Processes

Readings:

Part III, chap.6

Session 3
Hours of lesson: 3
Instructor: C. Guerini

Topics:

Market selection and evaluation methodologies

  • Defining attractiveness
  • The (Double) Screening Process

Readings:

Lecturer Presentation

Session 4
Hours of lesson: 3
Instructor: C. Guerini

Topics:

Country Portfolio Analysis

  • Managing CP: the different roles of variouscountries

Readings:

Lecturer  Presentation

Session 5
Hours of lesson: 3
Instructor: C. Guerini

Topics:

International Marketing Strategy: Direct & Indirect Export

International Marketing Strategy: Agreements and Alliances

Readings:

Textbook, chap. 8

Session 6
Hours of lesson: 3
Instructor: C. Guerini

Topics:

International Marketing Strategy: FDI

Organizing International Marketing Activities

The Configuration Issue

The Coordination Issue

Readings:

Textbook, chap. 9

Session 7
Hours of lesson: 3
Instructor: C. Guerini

Topics:

International Marketing Strategy: how to segment the international market

The Positioning Issue

Readings:

Textbook, chap .9

Session 8
Hours of lesson: 3
Instructor: C. Guerini

Topics:

The Issue Made-in and the Evaluation of COO effects

Readings:

Lecturer’s Presentation

Session 9
Hours of lesson: 3
Instructor: C. Guerini

Topics:

Midterm  Evalutation

Readings:

Session 10
Hours of lesson: 3
Instructor: E. Cattaneo

Topics:

  • Go to market strategies

Readings:

Alpen Bank Case

Session 11
Hours of lesson: 3
Instructor: E. Cattaneo

Topics:

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

Readings:

Textbook, chap.10

Session 12
Hours of lesson: 3
Instructor: E. Cattaneo

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 Whirpool – KitchenAid

Guest speaker

Session 13
Hours of lesson: 3
Instructor: E. Cattaneo

Topics:

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

Readings:

Textbook, chap. 12

Case: Fratelli Rossetti

Guest speaker

Session 14
Hours of lesson: 3
Instructor: E. Cattaneo

Topics:

  • Communicating with the world consumer

Readings:

Textbook, chap. 14

Lecturer presentation

Session 15
Hours of lesson: 3
Instructor: E. Cattaneo

Topics:

  • Communicating with the world consumer

Readings:

Textbook, chap. 14

Guest speaker: Christian Vigoni, Bally

Session 16
Hours of lesson: 3
Instructor: C. Guerini

Topics:

  • NMDSO:  a different distribution model.

Guest speaker

Readings:

Session 17
Hours of lesson: 3
Instructor: E. Cattaneo

Topics:

  • Issues in emerging markets

Readings:

Jullens, J. How Emerging Markets Can Finally Arrive (available on e-learning)

Session 18
Hours of lesson: 3
Instructor: E. Cattaneo

Topics:

  • Issues in emerging markets

Readings:

What is Inclusive Growth? (available on e-learning)

Session 19
Hours of lesson: 3
Instructor: E. Cattaneo

Topics:

  • Born globals & global marketing

Readings:

Tanev, S. “Global from the Start: The Characteristics of Born-Global

Firms” (available on e-learning)

Session 20
Hours of lesson: 3
Instructor: C. Guerini

Topics:

Concluding remarks

Written exam

Readings:


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