A22555 International Marketing

Scuola di Economia e Management
Academic Year 2019/20 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

Students envolved in the Course will partecipate to the planning of strategical and operative marketing activities.

They will therefore acquire the needed knowledge and competences, as well as critical thinking.

Course Content

Market Evaluation and Selection

Portfolio Analysis (CPA)

Modes of Entry

International Marketing Decision: Configuration & Coordination Issues & Models

Go-To-Market strategies

Global & Intercultural Adaptation

Born global & global marketing

International Marketing Planning & Control

Course Delivery


Case histories and case studies and incidents

Guest speaker Lectures


Course Evaluation

For students attending classes, the final grade is based on a written exam. The written exam will be divided into two parts. Students will be invited to prepare a series of work-out session as to be considered 'attending'. Partecipation weigths for 30% .



Non attending students:  JUNE /JULY 2020

The final grade for all non attending students will be based on an oral exam based on the textbook. The exam dates will be  posted on the website by the administrative staff. 

in order to have access to the complete syllabus please enter on the student self service