Learning objectives
The aim of the course is to provide students with the conceptual and operative instruments to further explore the developmental processes of companies in foreign markets. In particular, the course proposes to focus attention on critical factors which condition economic exchanges between developing and industrialised countries. To that end, the course proposes to explore the planning modalities for international marketing strategies, with reference to entry channels and business development policies in various countries/markets. <br />
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Course unit content
The aim of the course is to in-depth analyze the basic principles in company marketing policies, the market position of developing countries, the criteria for segmentation of international markets, the evaluation of foreign market appeal, entry channels to foreign markets, international alliances, international distribution, international marketing drivers and the marketing of fair trade products. <br />
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Bibliography
Exam text:<br />
PELLICELLI G. (2007) “Il marketing internazionale”, Etas Libri – chapters 3, 5, 7, 10, 13, 14, 15, 17. <br />
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Recommended reading (not obliged):<br />
CATEORA P.R., GRAHAM J. (2006), “International Marketing”, Irwin/McGraw-Hill <br />
GUANDALINI M., UCKMAR V. (2003), “Global Business – Guida ai trend dell’Economia Mondiale”, Etas Libri. <br />
GUERINI C. (edited by) (2002), “Export marketing” Egea. <br />
KOTABE H. (2001), “Global Marketing Management” Wiley. <br />
USUNIER J.C. (2000), “Marketing across cultures” Prentice Hall. <br />
