Learning objectives
a.Knowledge and understanding
At the end of the course, the students will have acquired skills in the field of international marketing, gaining the ability to master both theoretical and applicative concepts. In particular, the students will have developed knowledge of:
• International business environment and the challenges businesses face today
• Theories of business internationalization processes
• Internationalization strategies and markets evaluation
• Peoples cultures and marketing decisions
• Segmentation of international demand
• Product strategies and policies
• Price strategies and policies
• Communication strategies and policies
• Distribution strategies and policies
• Peoples cultures and negotiation styles
• Marketing strategies to support the local market
These results, in terms of knowledge and understanding, will be achieved through the combined use of monographic lectures and seminars.
b. Applying knowledge and understanding
The students will be able to apply the most appropriate methodological tools to analyze the different cultural contexts. At the end of the course, the students will have a complete view of the problems of international marketing and will have acquired skills of applied comprehension, analytical ability and problem solving. The ability to apply the knowledge gained will be done through critical reflection on the themes proposed for self-study, the study of specific case studies and team works.
c. Making judgements
At the end of the course, the students will be able to apply the acquired analytical tools to analyze and interpreter the relevant phenomena in the international marketing. The ability of making judgments will be stimulated promoting the ability to develop an individual process of reflection and interpretation of phenomena. The students will be enabled to take strategic decisions and to identify operational solutions, compared to the various problems of international marketing.
d. Communication skills
During the course the students will be encouraged to acquire adequate communication skills. They will be asked to transfer in a clear and effective way information and concepts related to specific issues of international marketing. Specifically, they will be asked to prepare brief papers, or provide an oral summary on specific topics, also with the aid of information technology tools and media.
e. Learning skills
At the end of the course the students will have gained the ability to expand, update and deepen the knowledge acquired from lessons and course textbooks. The presentation of case studies and guided discussion of hot topics will aim to stimulate intellectual curiosity and willingness to update.
Prerequisites
Basic Marketing knowledge
Course unit content
The course aims to analyze the market context in which companies operate and which is characterized by the growing integration of the economy on a world scale. The impact on marketing strategies and policies is significant. All companies are affected regardless of the size and vocation to internationalization: on the one hand, no national market is able to ensure the scale of the activity sufficient to meet the growth objectives; on the other hand, companies that restrict their activities at the national level cannot disregard what happens across the border because distance is no longer a factor of protection from competition. At a conceptual level, the aim is to convey the importance and richness of cultural, social and economic differences, as well as the related opportunities. At the operational level, the tools will be given to assess the global market and operate it from a marketing perspective without forgetting the fundamental role played by the local market for the success and profitability of agribusinesses and their relations with the local community.
Full programme
Bibliography
Bertoli, G., & Valdani, E. (III edizione). Marketing internazionale. Milan: Egea.
Slides used in class during the lessons (made available on the Elly platform).
Any in-depth material provided by the Professor (made available on theElly platform).
Teaching methods
Lecture, analysis of business cases, exercises, managerial lessons and business games.
Assessment methods and criteria
The learning results will be assessed through a final written with 3 questions to be chosen among four proposed questions. One of the three questions may be replaced by the grade achieved in the business game for those who participated in the group work.
The knowledge and understanding achieved will be assessed with n. 2 open-ended questions, each worth 10 points, on relevant theoretical topics.
The ability to apply the acquired knowledge, the autonomy of judgment and the ability to learn will be assessed through n. 1 question of application content, worth 10 points.
The ability to communicate using the appropriate technical language will be assessed by evaluating the correct use of expressions / technical terms in the context of the answers given to the above questions.
Particularly deserving students who, in addition to having met the requirements to obtain the full test score, will demonstrate an appreciable systematic knowledge of the topic, an excellent ability to apply the knowledge acquired on the specific problem in question, significant autonomy of judgment, as well as special care in the formal drafting of the examination paper will receive an honour award.
The use of any type of notes, books, phones, media etc. is forbidden.
The results of the written test will be published on the ESSE3 portal, students can view the results of the tests during office hours or by appointment with the teacher.
To be defined with the students the possibility of intermediate tests.
Other information
2030 agenda goals for sustainable development
