LEARNING OUTCOMES

The course provides a broad introduction to the fundamentals of marketing, exploring the components of a marketing strategy.
Main subjects: Marketing and the Marketing process: Definitions; Analyzing the Marketing Environment; Understanding Consumer and Business Buyer Behavior; Designing a Customer-Driven Marketing Strategy; Products; Brands; Pricing; Marketing Channels: Retailing and Wholesaling; Promotion and Advertising; Online, SocialMedia, and Mobile Marketing: introduction

AIMS AND LEARNING OUTCOMES

Students should learn how to analyse the globalization trends of firms and markets, and to understand the main steps in the internationalization of firms, in marketing strategies, in management of products, understanding the opportunities offered by emerging markets.

Major topics of the course are the international business environment, international strategies, international strategic marketing and international marketing mix management.

Learning outcomes

• Knowledge and understanding Students will acquire adequate knowledge of the international business environment, international strategies, international strategic marketing and international marketing mix management.
• Applied knowledge and understanding Students will be able to understand and solve problems related to the choice of the most appropriate methodologies to be adopted and to apply the analytical and management tools learned during the course. The ability to draw up an international business will be developed, in both its strategic and operational aspects.
• Judgement skills Students will be able to analyse the global scenario in order to identify and understand evolutionary trends and prepare appropriate responses from small and medium enterprises point of view.
• Communication skills Students will acquire the technical language typical of the discipline to communicate clearly and unambiguously with specialist and non-specialist interlocutors.
• Learning capabilities Students will develop adequate critical learning skills, which will allow them to continue to deepen independently the main topics of the discipline both in further education and in the working contexts in which they will operate.

PREREQUISITES

You can take the exam for this unit if you passed the following exam(s): BUSINESS ADMINISTRATION 41125

 Students are expected to be familiar with concepts such as:

• value chain
• resource-based view
• competitive advantage and competitive strategies
• firm functions
• strategic management and marketing

TEACHING METHODS

Conventional

Traditional lectures in Italian are integrated with readings from economic press and individual/group works.

Attendance

Attendance is not compulsory; students can choose to study the syllabus for attending or non-attending students (see below). Furthermore, a special syllabus – fully in English and for non-attending students only – is available to foreign students on request.

SYLLABUS/CONTENT

Challenge of globalization: driving forces of international business.

Potential market assessment: determination of attractive markets and their accessibility.

Market-entry strategies and market entry modes: export, foreign direct investment, strategic alliances

Building and sustaining the intended local positioning: target segmentation and international positioning.

Operating choices: international product and brand management, international pricing decisions, market communications.

Attention: the course is taught in Italian.

RECOMMENDED READING/BIBLIOGRAPHY

For foreign students studying the Italian programme

attending students

• Bertoli G., Valdani E., Marketing internazionale, EGEA, Milano, IIa edizione, 2018 (green cover).
• slides and other materials available on Aulaweb

non-attending students

• Bertoli G., Valdani E., Marketing internazionale, EGEA, Milano, IIa edizione, 2018 (green cover).

For foreign students studying the English programme (non-attending only)

Ghauri P., Cateora P. (2014), International Marketing, 4th Edition, McGraw-Hill. The chapters to study are:1, 2, 6, 7, 8, 9. 10, 11, 12, 13, 15, 16, 17, 18, 19

Textbooks are available in the library of the Department of Economics