cod. 1007684

Academic year 2018/19
1° year of course - First semester
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Type of training activity
56 hours
of face-to-face activities
8 credits
hub: PARMA
course unit

Learning objectives

a.Knowledge and understanding
At the end of the course, the students will have acquired skills in the field of international marketing, gaining the ability to master both theoretical and applicative concepts. In particular, the students will have developed knowledge of:
• International business environment and the challenges businesses face today
• Theories of business internationalization processes
• Internationalization strategies and markets evaluation
• Peoples cultures and marketing decisions
• Segmentation of international demand
• Product strategies and policies
• Price strategies and policies
• Communication strategies and policies
• Distribution strategies and policies
• Peoples cultures and negotiation styles

These results, in terms of knowledge and understanding, will be achieved through the combined use of monographic lectures and seminars.

b. Applying knowledge and understanding
The students will be able to apply the most appropriate methodological tools to analyze the different cultural contexts. At the end of the course, the students will have a complete view of the problems of international marketing and will have acquired skills of applied comprehension, analytical ability and problem solving. The ability to apply the knowledge gained will be done through critical reflection on the themes proposed for self-study, the study of specific case studies and team works.

c. Making judgements
At the end of the course, the students will be able to apply the acquired analytical tools to analyze and interpreter the relevant phenomena in the international marketing. The ability of making judgments will be stimulated promoting the ability to develop an individual process of reflection and interpretation of phenomena. The students will be enabled to take strategic decisions and to identify operational solutions, compared to the various problems of international marketing.

d. Communication skills
During the course the students will be encouraged to acquire adequate communication skills. They will be asked to transfer in a clear and effective way information and concepts related to specific issues of international marketing. Specifically, they will be asked to prepare brief papers, or provide an oral summary on specific topics, also with the aid of information technology tools and media.

e. Learning skills
At the end of the course the students will have gained the ability to expand, update and deepen the knowledge acquired from lessons and course textbooks. The presentation of case studies and guided discussion of hot topics will aim to stimulate intellectual curiosity and willingness to update.


Marketing knowledge

Course unit content

The course aims to analyze the market context in which companies operate and which is characterized by the growing integration of the economy on a world scale. The impact on marketing strategies and policies is significant. All companies are affected regardless of the size and vocation to internationalization: on the one hand, no national market is able to ensure the scale of the activity sufficient to meet the growth objectives; on the other hand, companies that restrict their activities at the national level cannot disregard what happens across the border because distance is no longer a factor of protection from competition. At a conceptual level, the aim is to convey the importance and richness of cultural, social and economic differences, as well as the related opportunities. At the operational level, the tools to assess the global market and carry out business will be provided.

Full programme

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Bursi T., Galli G. (2012), Marketing Internazionale, McGraw-Hill, Milano
Document prepared by the Professor and delivered on the Elly website platform.

Teaching methods

Lectures, readings, cases discussion, group work.

Assessment methods and criteria

The learning results will be assessed through a final written test.
The knowledge and understanding achieved will be assessed with n. 2 open-ended questions, each worth 10 points, on relevant theoretical topics.
The ability to apply the acquired knowledge, the autonomy of judgment and the ability to learn will be assessed through n. 1 question of application content, worth 10 points.
The ability to communicate using the appropriate technical language will be assessed by evaluating the correct use of expressions / technical terms in the context of the answers given to the above questions.

Other information

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