ECONOMICS AND INTERNATIONAL EXCHANGE TECHNIQUES - INTERNATIONAL MARKETING
Learning outcomes of the course unit
The goal of the course is to provide students with conceptual and operating tools for in-depth study of the processes of development of businesses on foreign markets. In particular, the course aims to focus attention on the critical factors that influence economic exchange between developing countries and industrialized countries. In this perspective, the intention of the course is to study in depth the methods of planning international marketing strategies with reference to entry channels and the development policies of businesses in the various market countries.
Course contents summary
Trends in world economy
Market positioning of developing countries
The dimensions of cultural models
Criteria for segmentation of international markets
Assessment of the attractiveness of foreign markets
Channels of entry into foreign markets
International alliances
International distribution
International marketing levers
Fair trade marketing
Recommended readings
PELLICELLI G. (1999) ?Il marketing internazionale?, Ed. ETAS ? chapters 3, 5, 7, 10, 13, 14, 15, 17
Recommended reading
GUANDALINI M., UCKMAR V. (2003) ?Global Business ? Guida ai trend dell?Economia Mondiale? Ed. ETAS
GUERINI C. (a cura di) (2002) ?Export marketing? EGEA
KOTABE H. (2001) ?Global Marketing Management? WILEY
LAGO U. (2002) ?Grande distribuzione e piccola e media industria? EGEA
USUNIER J.C. (2000) ? Marketing across cultures? Prentice Hall
WALKER D., WALKER T., SCHMITZ J. (2003), Doing business internationally - The guide to cross- cutural success? McGraw-Hill.
Teaching methods
The course gives an active education, based on carrying out a group work activity on specific course topics
