English language Knowledge
On completion of this course, students will be aware of the key forces shaping the international marketing both form a European and an American point of view. They will know and understand the marketing environment and the major factors which differentiate international marketing from its domestic counterpart.
They will have studied the significance of culture upon consumption and consumer behaviour (several aspects) and the impact of marketing mix standardisation versus adaptation strategies in international markets.
This course seeks to examine the nature and composition of the international marketplace and the implications for marketing strategy and decision making when organisations operate beyond national boundaries.
This course seeks to examine the nature and composition of the international marketplace and the implications for marketing strategy and decision making when organisations operate beyond national boundaries.
1. Principles of basic Marketing
2. Defining the issue on International Marketing.
3. Researching international markets.
4. The export process.
5. The international m-mix: the product
6. The international m-mix: the price
7. The international m-mix: channels and distribution strategies.
8. The international m-mix: communication
9. Cross-cultural communication
Lectures, case studies, classroom exercises with analysis and presentation of team works.
For those who attend at least 75% of the lessons with active interventions, the exam will be based on:
• Teaching material presented during lectures (slides)
• Team project’s presentations (ITA / USA)
Exams:
1. Midterm (25% of the grade): Module 0, 1, 2, 3
30 multiple choice questions, 30 minutes, each correct answer 1 point, wrong answer 0 points
2. Final exam (25% of the grade): Module 4, 5, 6, 7, 8
20 multiple choice questions, 20 minutes, each correct answer 1 point, wrong answer 0 points
Team Project:
3. Field project project presentation (50% of the grade)
Each team will present in class the results of the analysis of the assigned brand (20/25 minutes presentation for the whole team)
The evaluation of the team work will be based on the ability of the group in identifying and analyzing:
• Company’s goals
• Corporate values
• Positioning (need, consumption occasion, expectation)
• Marketing Mix: THIS IS THE MAIN FOCUS OF THE FIELD PROJECT
- product (range, life cycle, brand strength)
- price (level)
- promotion (type of message, media mix, level of investment)
- place (channels)
• Approach to innovation
• SWOT analysis
Additional points will be assigned due to extra activities done by the group (eg. interviews, store visits, personal analysis of the product, etc.)
For those not be able to score at least 18/30 in the 3 test, a written and oral exam will be done, based on course book
Book:
Global Marketing (Seventh Edition) by Svend Hollensen; Pearson (2017).
Course schedule:
3 hours 3 times a week, per 4 weeks
Lecturer in charge of the Summer Business Program: prof. Mauro Cavallone
Teacher in charge of the course: prof. Mauro Cavallone
The course is held in English as part of the internationalization project Summer Business Program (only for LT students in "Economics" and "Business Administration" and for foreign / Erasmus students). Participation in the course is limited and related to the selection for the Summer Business Program a.a. 2022-2023 (for details, see the website: https://www.unibg.it/node/388)
In case of provisions of the competent authority on containment and management of epidemiological emergency, the teaching may be subject to changes from what is declared in the syllabus in order to make the course and examinations in line with the regulations