Learning outcomes of the course unit
The goal of the course is to provide students with analysis and operating tools for assessing the activities of planning and management of marketing policies in international markets. In particular, the course aims to answer various questions. How is international trade changing? What is the positioning of industrialized countries, emerging countries and developing countries? Does a global consumer exist? What weight do local cultures carry with company policies? What are the international negotiation styles? What are the factors driving the globalisation of sectors/markets? What are the market country selection criteria? How far can products, prices, advertising, sales channels, promotions be standardized and/or adapted? What is the nature and what are the prospects of alliances between businesses? By what methods is it possible to enter the various countries/markets? What is the organisational configuration of international businesses? What are the critical success factors of global businesses? How is an international marketing plan constructed and implemented?
In general, the course will aim to compare theoretical models with accepted corporate practice.
Course contents summary
Definition and trends of international marketing
Evolution of the structure of international trade
Globalisation factors of sectors and markets
Assessment of international consumption models and lifestyles
Selection of countries and assessment of the attractiveness of foreign markets
Forms of presence and alliances in international markets
Distribution systems in different countries
Adaptation and standardisation of product policies
Pricing policies on foreign markets
Forms of promotion on foreign markets
Promotional strategies in the various market countries
B.G.Pellicelli, Il marketing internazionale, ETAS, 1999 (excluding chap.3, 18, 19, 20)
D.Fornari, La selezione dei mercati esteri nelle strategie di marketing internazionale, n.2, (from page 233 to page 253), Micro & Macro Marketing, 1995
The professor's lectures will be supplemented with the discussion of business cases and the presence in the classroom of people speaking about their business experiences (managers and entrepreneurs). Also, as is now the tradition for the course, students will be offered the possibility of voluntarily taking part in a group work activity on specific course topics. The results of this work will be presented by the students at the end of the course during a public conference.