OVERVIEW

The internationalization of a company refers to its expansion into foreign markets through various methods and for multiple reasons. Internationalization is an extremely complex phenomenon: a company can internationalize across different dimensions and business areas (such as procurement, production, sales, finance, and research and development) through 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 and educational goal, focused on issues related to international scenarios and business internationalization processes, and a professional development goal aimed at providing practical knowledge of international trade practices and international marketing.

Expected Learning Outcomes

Knowledge and Understanding

By the end of the course, students will have acquired solid knowledge and understanding of the strategic and operational aspects related to firms’ international growth. 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 planning their international expansion, as well as the strategic and operational marketing tools needed to successfully enter target markets.

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 analyses 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.

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 and make the most appropriate strategic and operational decisions.

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.

Learning Skills

Students will develop adequate learning skills enabling 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 of the complexity of the international economic environment and the development paths available to businesses. Students will therefore acquire a set of analytical tools allowing them to independently update their evaluations in a field—international trade and business expansion into foreign markets—that is inherently dynamic and subject to continuous change.

PREREQUISITES

The course requires completion of the “Business Administration” exam. It is also recommended that students have passed the exams in “Business Management” and “Marketing.”

As this is a course within the field of management, students are expected to have already acquired the following knowledge, which is necessary to understand 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 considered prerequisites for the course.

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

TEACHING METHODS

Lectures, case study analyses, and guest lectures from industry professionals. Individual or group assignments may also be proposed.

Attendance is not compulsory; students may choose to follow either the syllabus for attending students or that for 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 exchange students.

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

Students with disabilities, SLD or SEN

Students with disabilities, with SLD or with SEN are reminded that, to request exam accommodations, they must first upload their certification to the University website at servizionline.unige.it<https://servizionline.unige.it/>, in the “Students” section. The documentation will be checked by the University’s Services for the Inclusion of Students with Disabilities and with SLD.

At the beginning of the course, students are advised to contact the lecturer to agree on exam arrangements which, while respecting the learning objectives of the course, take individual learning needs into account.

To request compensatory tools or dispensatory measures, students with disabilities or SLD must fill in the dedicated Webform available athttps://unige.it/disabilita-dsa, at least 7 working days before the exam.

Students with SEN may instead send their request by e-mail to the lecturer, copying the Department Representative, Prof. Elena Lagomarsino, atinclusione.economia@unige.it<mailto:inclusione.economia@unige.it>, and the Inclusion Office atinclusione.studenti@info.unige.it<mailto:inclusione.studenti@info.unige.it>.

Requests from students will be assessed by the lecturer and may be approved or rejected.

SYLLABUS/CONTENT

Course Content

• Conceptual framework: internationalization and globalization
• Firms and international strategies
• Non-commercial internationalization
• Commercial internationalization
• Entry modes: types, evaluation, and selection criteria
• Contracts and different forms of international market presence
• International marketing strategies
• Business case studies

Throughout the course, real-world examples and case studies will be regularly presented to enhance students’ understanding of the practical implications of the topics covered and to support the achievement 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.

Please note: the course is taught in Italian.

RECOMMENDED READING/BIBLIOGRAPHY

For foreign students enrolled in the Italian-language programme: please refer to AulaWeb.

For foreign students enrolled in the English-language programme (non-attending students only): specific information regarding the reference bibliography will be provided by the course instructor at the beginning of the course and will also be published on AulaWeb

TEACHERS AND EXAM BOARD

LESSONS

LESSONS START

The course takes place during the second semester, according to the academic calendar and timetable established by the Department of Economics.

Information regarding the timetable and classrooms is available on EasyAcademy at the following 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 reading materials.

Students who choose not to accept a passing grade may retake the exam at the next available session.

Incoming mobility students (e.g., Erasmus students) are allowed to take the exam during any of the scheduled exam sessions.

ASSESSMENT METHODS

The exam will assess:

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

Assessment will take into account clarity of exposition, correct use of terminology, the ability to establish connections among 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 through the University website or directly at: http://www.aulaweb.unige.it/).

All information and materials related to this course are available exclusively on AulaWeb.

Each year, the instructor reviews and takes into account the evaluations and suggestions provided by students through the course evaluation questionnaires.

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