Learning outcomes of the course unit
The aim of the course is to provide students with the conceptual and operative instruments to further explore the developmental processes of companies in foreign markets.
Course contents summary
International marketing strategies and practices by firms with a specific focus on the case of modern trade firms, analyzing retailing mix levers. To that end, the course explores the assortment, branding, pricing, layout/display and promotion/ advertising policies planned by retailers in order to gain competitive advantages and entry new markets.
Levy M., Weitz B.A. (2011), “Retailing Management” (8th ed.), McGraw Hill International ed., Boston.
Lecturers integrated with managerial seminars and case histories discussion.
Assessment methods and criteria