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Updated A.Y. 2019-2020

International Marketing

“The globalization of today’s marketplace makes many new demands on a marketer. Not only are there important decisions to be made about which countries’ markets and segments to participate in and what modes of entry to use, but a marketer must also help formulate the marketing strategies in these countries and coordinate their implementation” Johansson, 2000

Sara Poggesi
Associate Professor of Management
e-mail: sara.poggesi@uniroma2.it


What does it mean to be a marketing manager in a multinational company?  What does it mean to be a marketing manager in a global company? What’s the trade off between product/price/distribution/place adaptation and standardization?  Stemming from these questions, the course aims at pointing out the peculiar aspects of marketing in international business environment.
Focus will be on a) the opportunities, problems and challenges involved in the international business environment; b) cultural dynamics in international markets; c) international markets selection; e) market entry strategies; e) product (goods and services) planning, promotion, price and channels of distribution.

At the end of the course the student will have acquired detailed knowledge related to managerial problems of firms operating in foreign environments.
Specifically, at the end of the course, the students will be able to:
1. Identify foreign market opportunities and understand foreign customers’ behavior
2. Develop an international marketing strategy
3. Implement effective product, pricing, distribution and communication strategies in a foreign market

At the end of the course, the students will be able to define an international marketing plan. In particular, they will be able to analyze the impact of cultural, social, political and economic factors on international marketing strategies; moreover, they will be  able to develop both the international marketing strategic and the operational analyses.

Students’ interactive participation to lectures, as well as seminars held by experts, will stimulate students’ critical analysis and independent judgment abilities. Students also be encouraged to collect and interpret relevant data and information dealing with the main problems related to the marketing of the firm.

Through class participation, students will acquire specific communication skills, thanks to which they will be able to clearly and properly interact, both in writing and orally, on the various issues related to the marketing of the firm, with entrepreneurs, managers, as well as with other stakeholders.

The course aims to provide the theoretical and methodological grounding for the development of knowledge related to international marketing issues.

Teaching Methodology

The format of the course is lecture, case studies, guest speakers, individual and group project

Group Project Work
Groups of attending students will be formed during the second lesson. Each group will be made up of no more than 5 students and will work on a project to present at the end of the course.

Individual Project Work: country selection and attractiveness report
Each student will work on an analysis of important environmental data in a selected country and a 5-minute presentation will be scheduled during the course.


For attending students:
The exam includes a written test and the discussion of the team work.
The written test consists of open-ended questions.  The questions deal with the topics covered in the course, including the topics deepened during the lectures of experts.
Score from 0 to 2 can be assigned to the team work. Score from o to 1 can be assigned to the indivudal project work

For non-attending students:
The exam is based on a written test and a oral test.
The written test consists of open-ended questions.   The oral exam consists of an interview aimed at verifying the result of the written test and the knowledge of the teaching materials. The oral exam may also have to do with questions related to the case studies presented in the course. Only students who have passed the written test with at least sufficient assessment are admitted to the oral test. The results obtained in both tests (written and oral) contribute together to the final mark.


Ghauri, Cateora, International Marketing, 4th Edition, McGraw-Hill Education, 2014: 1, 2, 4, 9, 10, 11, 12, 15, 16, 17, 18, 19
We will discuss four cases from Harvard Business School Publishing.
1. HBC: CUMI India’s global strategy. W13154-PDF-ENG
2. HBC_It_Ration’s Quest for Growth: A market Choice Challenge. HEC085-PDF-ENG

Ghauri, Cateora, International Marketing, Fourth Edition, 2014, McGraw-Hill Education: 1, 2, 3, 4, 5,  7, 8, 9, 10, 11, 12, 13, 15, 16, 17, 18, 19, 20.
de Mooij, Marieke, and Geert Hofstede (2010), "The Hofstede model: Applications to global branding and advertising strategy and research," International Journal of Advertising, 29(1), 85–110.
Schuiling, Isabelle, and Jean-Noël Kapferer (2004), “Real Differences Between Local and International Brands: Strategic Implications for International Marketers,” Journal of International Marketing, 4(12), 97-11.
Alashban, Aref A., Linda A. Hayes, George M. Zinkahn, and Anne L. Balazs (2002), “International Brand-Name Standardization/ Adaptation: Antecedents and Consequences,” Journal of International Marketing. 3(10), 22-29.
Quer, D., Claver, E., & Rienda, L. (2010). Doing business in China and India: a comparative approach. Asia-Pacific Journal of Business Administration, 2(2), 153-166.
Giacomin, O., Janssen, F., Pruett, M., Shinnar, R. S., Llopis, F., & Toney, B. (2011). Entrepreneurial intentions, motivations and barriers: Differences among American, Asian and European students. International Entrepreneurship and Management Journal, 7(2), 219-238.
We will discuss four cases from Harvard Business School Publishing.
1. HBC: CUMI India’s global strategy. W13154-PDF-ENG
2. HBC_It_Ration’s Quest for Growth: A market Choice Challenge. HEC085-PDF-ENG

The students are expected to be fully engaged in the entire learning process. This means that they need to prepare the assigned readings of the cases prior to each class and come to class prepared to participate in group work and/or discussions to enhance the learning of the individual and the class. The students will find the relative assignment for each case on the website. Please read the questions carefully before the lecture.
The objective is to involve all the class members in the discussion. The cases are designed to integrate the concepts from the case into the context of the course.

With case discussions, each student will develop:
1. The ability to set the parameters for the problem (key concepts from the case).
2. Ample knowledge regarding the subject of the case (understanding of material, good response to the observations of others).
3. The ability to connect the case to other course concepts.
4. The ability to involve others in the discussion.

In order to effectively discuss the cases, the students need to be:
· prepared with facts and specific quotes from the case.
· prepared to comment, ask questions, or make observations about the case.

During the discussion, the students need to:
· take a position on a question or a point.
· ask questions to clarify a point.
· help keep the discussion moving and on track.
· help draw others into the discussion.
· integrate theories and content from other cases.

During the discussion, the students should not:
· come unprepared and show your lack of knowledge.
· monopolise the discussion.
· make irrelevant comments.
· be insensitive to other’s desire to speak or share opinions.