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Syllabus

EN IT

Learning Objectives

LEARNING OUTCOMES:
The purpose of the course is to have students acquire knowledge about:
1) the role of Marketing in multinational and global manufacturing and service firms
2) the international marketing management principles
3) market entry strategies
4) the role of culture
This course, in line with the purpose of the Master of Science in Business Administration, provides students with the basic principles of international marketing and allows them to build, on such base, new knowledge continuing the training path, and to enter the job market as a junior manager and business consultant in marketing, in private and/ or public, manufacturing and/ or services.


KNOWLEDGE AND UNDERSTANDING:
At the end of the course, the student is able to:
• Know and understand the role that the Marketing function plays within the internationalized company;
• Know and Understand the consumer’s purchasing decision making process, the international segmentation, targeting and positioning process, the international strategies and policies about product, communication, distribution and price.
• Evaluate the impact of new technologies on the international production, communication and distribution policies


APPLYING KNOWLEDGE AND UNDERSTANDING:
At the end of the course, the student is able to apply what she/he has learned to real situations. Specifically, students are able to:
• Apply the theoretical models for the analysis of the international environmental scenario, competition and demand;
• Apply the theoretical models for evaluating the role of culture on customers’ behaviour;
• Apply the theoretical models to segment demand, identify the target and position (and reposition) the product in the international consumer’s mind;
• Apply theoretical models to define the operational marketing policies of the international company,
• Independently develop a marketing plan;


MAKING JUDGEMENTS:
At the end of the course, the student is able to develop independent reflections on different international marketing topics. In addition, she/he is able to collect, analyze and interpret data and information in order to make judgments independently

COMMUNICATION SKILLS:
At the end of the course, the student is able to communicate, in a clear, correct, effective and technical language, the knowledge acquired during the course

LEARNING SKILLS:
At the end of the course, having acquired both theoretical and applied knowledge of the subject, the student is able to deepen the international marketing topics independently, through the use of databases and scientific literature, national and international, available

Prerequisites

The learning of the discipline is fostered by previous knowledge of the fundamentals of marketing

Program

The following topics will be covered during the lessons:
International Marketing definition
PESTEL analysis
Cultural analysis
How to create a competitive advantage internationally
The identification of the right market to enter
The entry modes
The 4 Ps for International Marketing

Books

Ghauri, Cateora, International Marketing, 4th Edition, McGraw-Hill Education, 2014
Required readings and assigned cases will be provided

Bibliography

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.

Teaching methods

The teaching of International Marketing is provided through the combined use of teaching tools and methodologies. Alongside the more traditional lectures, the subjects studied in depth are also addressed through seminars conducted by sector experts, case studies and classroom exercises.

Exam Rules

The exam assesses the overall preparation by the student in accordance with the Dublin descriptors, as follows: acquired knowledge (quantity and quality) in relation to the topics of the programme and consequentiality of reasoning; ability to apply such knowledge and to make connections among the different parts of the programme, including also the acquired knowledge from other similar courses; analytical ability, synthesis, and autonomy of judgement; communication skills of the student (language properties, clarity of presentation, and appropriate use of terminology, specific to the course).

For attending students, the exam is includes a written test, the discussion of the team work and the evaluation of an individual work. The written test consists of multiple choice questions and 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. and score from 0 to 1 can be assigned to the individual project work. These scores, together with the mark of the written test, contribute the final mark.
The final mark of the exam is expressed out of thirty and will be obtained through the following grading system:
Fail: important deficiencies in the knowledge and understanding of the topics; limited analytical and synthesis skills; frequent generalisations and limited critical and judgemental abilities; the topics are set out inconsistently and with inappropriate language.
18-21: the student has acquired the basic concepts of the discipline and has an analytical capacity that emerges only with the help of the teacher; the way of speaking and the language used are on the whole correct.
22-25: the student has acquired the basic concepts of the discipline in a discreet way; knows how to orient him/herself among the various topics covered; and has an autonomous analysis capacity knowing how to express using the correct language.
26-29: the student has a well-structured knowledge base; he/she is able to independently rework the knowledge acquired in the context of the choice of conventional and unconventional materials according to the application; the way of speaking and the technical language are correct.
30 and 30 cum laude: the student has a comprehensive and thorough knowledge base. The cultural references are rich and up-to-date, which are expressed with brilliance and properties of technical language.


For non-attending students, the exam is made up of a written test, articulated into multiple choice and open questions, plus an oral test. To access the oral test, the student must have passed the written test. The written test is valid only for the call in which the exam is taken. Both the written and oral exams focus on the topics addressed during the course, including those emerging from the thematic seminars’ and business case studies’ discussion and contribute equally to the final mark.
The final mark of the exam is expressed out of thirty and will be obtained through the following grading system:
Fail: important deficiencies in the knowledge and understanding of the topics; limited analytical and synthesis skills; frequent generalisations and limited critical and judgemental abilities; the topics are set out inconsistently and with inappropriate language.
18-21: the student has acquired the basic concepts of the discipline and has an analytical capacity that emerges only with the help of the teacher; the way of speaking and the language used are on the whole correct.
22-25: the student has acquired the basic concepts of the discipline in a discreet way; knows how to orient him/herself among the various topics covered; and has an autonomous analysis capacity knowing how to express using the correct language.
26-29: the student has a well-structured knowledge base; he/she is able to independently rework the knowledge acquired in the context of the choice of conventional and unconventional materials according to the application; the way of speaking and the technical language are correct.
30 and 30 cum laude: the student has a comprehensive and thorough knowledge base. The cultural references are rich and up-to-date, which are expressed with brilliance and properties of technical language.