|SCIENTIFIC DISCIPLINARY SECTOR||SECS-P/08|
The course aims to introduce students to international business and marketing. Major topics of the course are the international business environment, international strategies, international strategic marketing and international marketing mix management.
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
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.
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:
Traditional lectures in Italian are integrated with readings from economic press and individual/group works.
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.
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.
For foreign students studying the Italian programme
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
CLARA BENEVOLO (President)
It will be indicated on page of the Department of Modern Languages and Cultures
Check on EasyAcademy
Written exam with open-ended questions and multiple choice questions.
In case of exam failure, students cannot take the exam on the following call (appello) and need to skip a date. The can take the exam on the following call if that call belongs to another exam session.
If students do not accept a positive grade (18 or more), they can retry the exam on the following call.
Incoming mobility students do not have to skip a call in case of failure.
Questions will explore both theoretical and applied aspects of the subject. The student is expected not only to know the core concepts of the discipline, but also to be able to apply them to real situations, making reference to cases explored during classes or to original examples.
|08/05/2023||14:00||GENOVA||Scritto||Appello straordinario riservato esclusivamente ai laureandi a.a. 2021/22|