Learning outcomes of the course unit
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:
•The Scope and Challenge of International Marketing
•The Dynamics of International Business
•Cultural Dynamics in International Marketing
•Business Customs and Practices in International Marketing
•The International Political and Legal Environment
•Researching International Markets
•International Marketing Strategies
•Developing Consumer Products for International Markets
•The International Distribution System
•The International Advertising, Promotion and Personal Selling
•Pricing for International Markets
These results, in terms of knowledge and understanding, will be achieved through the combined use of monographic lectures and seminars held by business operators.
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. Abilità comunicative (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.
Course contents summary
The course aims to investigate the changes which have recently occurred and those ongoing in the international competition, highlighting the impact on the different national and regional contexts.
A particular emphasis is given to the increasing need for companies to develop effective marketing strategies in the global context: this is as true for the big ones that are already operating on a global scale, as well as for small and medium sized enterprises which operate in geographical niches.
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 to assess the global market and carry out business will be provided.
Bertoli G., Valdani E. (2014), Marketing Internazionale, Egea (MI)
(Exepting: Cap. 6 e Appendice. Elementi di tecnica delle negoziazioni con la clientela estera)
Document prepared by the Professor and delivered at the end of the course.
Lectures, readings, cases discussion, group work.
Assessment methods and criteria
The learning results will be assessed through a final written test.
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.