cod. 07195

Academic year 2023/24
3° year of course - Second semester
- Beatrice LUCERI
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Attività formative affini o integrative
Type of training activity
57 hours
of face-to-face activities
7 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 held by business operators.
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.


Course unit content

International markets pose challenges that require marketing managers to develop effective strategies and creatively apply available tools and techniques. This course aims to equip students with the necessary skills to deal with increasingly competitive markets by combining sound international marketing theory with practical analysis of the conduct of companies engaged in daily business dynamics in both developed and emerging countries. At a conceptual level, this course teaches the importance and richness of cultural, social and economic differences as well as their impact on consumer behaviour and on the strategic choices of companies. At an operational level, the tools to assess the global market and carry out business will be provided.

Full programme


Alon I., Jaffe E., Luceri B., Prange C., Vianelli D. (2022). Marketing Internazionale. Strategie, Principi e Applicazioni. Torino: G.Giappichelli Editore.
Chapters: 1, 2, 3, 4, 5, 6, 7, 9.

Additional supporting materials provided by the Professor and made available on the Elly platform.

Teaching methods

Acquisition of knowledge: frontal lessons.
Acquisition of the ability to apply the methodologies of analysis: discussion of business cases in the classroom.
Acquisition of autonomy of judgment: analysis of cases with impact on international economics and business marketing management.
Acquisition of learning skills: discussions of business cases and international economics events/news will stimulate the analysis of the context and the identification of appropriate solutions.
Acquisition of technical language: the meaning of terms commonly used in business will be explained during the course.

Non-attending students are reminded to check the available didactic material and the indications provided by the teacher through the Elly platform.

Assessment methods and criteria

The knowledge and the ability to understand, the ability to apply knowledge, the autonomy of judgment and the ability to learn is verified with n. 3 open-ended questions.
The ability to communicate with appropriate technical language is assessed by evaluating the correct use of expressions/ technical terms within the answers to the questions above.
30 with honors is awarded to those particularly deserving students who, in addition to having met the requirements necessary to obtain the full evaluation, in the course of the test have shown an overall appreciable systematic knowledge of the subject, an excellent ability to apply the acquired knowledge to the specific problem in question, a considerable autonomy of judgment, as well as a special care in the formal drafting of the paper.
The verification of learning is in written mode with 3 open questions (for each the score ranges from 0 to 10). The duration of the written test is 1 hour. The student is allowed to have only the student card / identity document and a pen.
Please note that online registration for the exam is MANDATORY. The test results will be published on the ESSE3 portal.
For exam dates from May to July, attending students will have the option to answer all three exam questions or choose to substitute one question, focusing on a topic covered by the manager guest speakers.

Other information