Learning objectives
The course aims to illustrate the changes which have recently taken place and those under way in the international competitive scene, highlighting the reflections in the different national and regional realities.
The focus is the increasing need for companies to develop effective marketing strategies in the global context: this is true both for large companies already operating on a global scale, and for medium and small companies wich usually occupy geographical niches.
At theconceptual level, the importance and richness of cultural, social and economic as well as the resulting opportunities will be analysed. At the operational level, the tools to assess the global market and to maage it in terms of marketing will be analyzed.
Prerequisites
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Course unit content
Objectives and challenges of international marketing
The dynamic environment of international trade
The culture of the people and its role in the choices of international marketing
Culture, management styles and business systems
The scenario of policy and legislation
Marketing research in foreign markets
Global market, regional markets and economic integration areas
Emerging markets
The marketing decisions for the global market
The planning and organization of marketing activities
Products and services for consumers
Products and services for business
The channels of international marketing
The integrated marketing communication
Sales management in global markets
The pricing in international markets
Intercultural Negotiation
Full programme
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Bibliography
Cateora Philip R., Graham John L., Marketing internazionale. Imprese italiane e mercati mondiali 2008, Hoepli
Teaching methods
Lectures
Assessment methods and criteria
Written examen
Other information
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