OVERVIEW

The internationalization of a company refers to its expansion into foreign countries and markets through various methods and driven by multiple motivations. Internationalization is an extremely complex phenomenon; a company can internationalize across different dimensions and business areas (such as procurement, production, sales, finance, research and development), following processes that involve multiple stages and the adoption of specific marketing policies.

AIMS AND CONTENT

LEARNING OUTCOMES

The course aims to introduce students to international business and marketing. Major topics of the course are the global business environment, international strategies, international strategic marketing, and international marketing mix management.

AIMS AND LEARNING OUTCOMES

Course Objectives

The course pursues a dual objective: a cultural-educational goal, focused on issues related to international scenarios and the processes of business internationalization, and an initial professionalization goal, aimed at providing operational knowledge of international trade techniques and international marketing.

Expected Learning Outcomes

1. Knowledge and Understanding
   By the end of the course, students will have acquired solid knowledge and effective understanding of the strategic and operational aspects related to the international growth of firms. Specifically, they will understand the most relevant elements concerning the characteristics and dynamics of international trade and the main countries involved in global exchanges. Within this framework, students will learn about the strategic alternatives available to firms for designing their international development and the strategic and operational marketing tools needed to successfully penetrate target markets.
2. Applying Knowledge and Understanding
   Students will be able to apply the acquired knowledge to understand and solve problems related to the analysis of conditions (opportunities and constraints) in international markets, as well as to the selection of the most appropriate strategic, organizational, and marketing tools for operating in those markets. In particular, students will be capable of conducting country studies for specific geographic contexts, assessing the attractiveness and accessibility of potential markets, and addressing the key aspects of an international marketing plan for entering a selected foreign market.
3. Making Judgements
   Students will develop the ability to use the acquired knowledge—both conceptually and operationally—with independent judgment and adaptability across various application contexts. In particular, they will be able to critically evaluate the economic environment from the perspective of a firm’s international operations, to implement the most suitable strategic and operational decisions.
4. Communication Skills
   Students will be able to use the technical language typical of the discipline to communicate clearly and unambiguously with both specialist and non-specialist audiences.
5. Learning Skills
   Students will develop adequate learning skills to enable them to continue exploring the core topics of the discipline independently, especially in professional contexts. A key aim of the course is to foster a high level of awareness regarding the complexity of the international economic environment and the development paths available to businesses. Students will thus acquire a set of analytical tools that will allow them to independently update their evaluations in a field—international trade and business expansion into foreign markets—that is by nature highly dynamic and subject to continuous change.

PREREQUISITES

The course requires prior completion of the "Business Administration" exam.
It is also recommended that students have taken the exams in "Business Management" and "Marketing."

As this is a course within the management area, students are expected to have already acquired the following knowledge, which is necessary to address the course topics:

• Business processes and the value chain
• The resource-based strategic approach
• Growth strategies and competitive strategies
• Strategic marketing and operational marketing

These competencies are assumed to be acquired.

Students may request supplementary teaching materials from the course instructor in order to address any gaps in their background knowledge.

TEACHING METHODS

Lectures, case study analyses, and business testimonials. Individual or group assignments may be proposed.

Attendance is not compulsory; students may choose to prepare according to the syllabus for attending or non-attending students (please refer to the course page on Aulaweb). Additionally, a specific programme — entirely in English and intended for non-attending students — is available upon request for incoming Erasmus students.

For all necessary updates during the academic year, please refer to the course page on Aulaweb.

Students who have formally submitted certification for disabilities, specific learning difficulties (SpLD), or other special educational needs are strongly encouraged to contact both the designated coordinator, Prof. Serena Scotto (scotto@economia.unige.it), and the course instructor at the beginning of the course, in order to agree on teaching and examination arrangements that, while respecting the learning objectives, take into account individual learning needs and provide suitable compensatory tools.

SYLLABUS/CONTENT

Course Content

• The reference framework: internationalization and globalization
• The firm and international strategies
• Non-commercial internationalization
• Commercial internationalization
• Entry modes: types, evaluation, and selection criteria
• Contracts and different forms of international presence
• International marketing strategies
• Business cases

Throughout the course, real-world examples and case studies will be regularly presented to enhance students' awareness of the practical implications of the topics covered and to support the development of the course's intended learning outcomes.

Students from previous academic years are required to prepare for the exam based on the syllabus of the current academic year.

Attention: the course is taught in Italian.

RECOMMENDED READING/BIBLIOGRAPHY

For foreign students studying the Italian programme: see on Aulaweb

For foreign students studying the English programme (non-attending only): specific indications on reference bibliography will be provided by the professor at the beginning of the lectures and will be published on AulaWeb.

TEACHERS AND EXAM BOARD

LESSONS

LESSONS START

The teaching unit is held in the second semester, according to the calendar and schedule defined by the Department of Economics.

Information on the schedule and classrooms is available at the EasyAcademy link: https://easyacademy.unige.it/portalestudenti/

Class schedule

INTERNATIONAL MANAGEMENT AND MARKETING

EXAMS

EXAM DESCRIPTION

For Erasmus students, the written exam consists of open-ended questions based on the syllabus published on the Aulaweb page and the recommended textbooks.
Students who decline a passing grade may retake the exam at the next available session. Incoming mobility students (e.g., Erasmus) are allowed to take the exam at any of the scheduled sessions.

ASSESSMENT METHODS

The exam will assess:

• knowledge and understanding of the syllabus content;
• the ability to apply acquired knowledge to analyse cases and problems related to business internationalization;
• the ability to use technical terminology clearly and appropriately;
• the ability to critically analyse and make independent judgments regarding international business scenarios and decisions.

Assessment will take into account clarity of exposition, correct use of terminology, the ability to connect different topics, and the adequacy of the proposed solutions in applied cases.

FURTHER INFORMATION

All students are encouraged to regularly consult the course page on the AulaWeb e-learning platform (accessible via the University website or at:  http://www.aulaweb.unige.it/).
All information and materials related to this course are published exclusively on this site.

The instructor reviews and takes into account each year the evaluations and suggestions provided by students through the teaching evaluation questionnaires.

For any further information not covered in this course syllabus, please contact the professor.