- Docente: Albert Caruana
- Credits: 9
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Business and Economics (cod. 8965)
Learning outcomes
At the end of the course students are able to analyse international product markets from the perspective of Italian and European companies both in consumer good and industrial markets. Students are able to define entry strategies and management of steady state markets at the international level. The perspective of both small and medium sized firms and large firms is discussed.
Course contents
1. Marketing and the Scope and Challenge of International Marketing
Case: Starbucks – Going Global Fast
2. The Dynamic Environment of International Trade
Case: Nestle: The infant formula controversy
3. History, Geography and the Financial Environment
Case: Coke and Pepsi learn to compete in India
4. The Role of Culture in International Marketing
Case: Cultural Norms, Fair & Lovely, and Advertising
5. Global Vision Through Market Research
Case: International Marketing Research at the Mayo Clinic
6. Developing a Global Marketing Strategy I
Case: Marketing microwave ovens to a new market segment
Assessment 1 - Case Presentation
8. Market Entry Strategies
Case: Cameron Auto Parts (A)
9. Products and Services in an International Context I
Case: Cameron Auto Parts (B)
10. Products and Services in an International Context II
Case: Swifter, Higher, Stronger, Dearer
11. Pricing for International Markets
Case: Aids and condoms
12. Integrated Marketing Communications for International Markets
Case: Tambrands - Overcoming Cultural resistance
13. Internet Marketing
Case: Marketing to the bottom of the pyramid
14. Social Media Marketing
Preparation time
Assessment 2 - Case Presentation
Readings/Bibliography
ESSENTIAL READING
- Cateora, Philip R., Marcy C Gilly & John L. Graham, (16th edition) International Marketing, New York: McGraw Hill.
Students should read around the various lectures. It is important to keep in mind that it is bad practice to hope to learn a subject by relying on a single book or just the lecture slides. The book indicated can act as a useful reference and students would do well to refer to a number of management and marketing journals. These include: Journal of International Business, Journal of International Marketing, Journal of Global Marketing, International Marketing Review, International Management and others. Some perusal of current business issues from an EU (e.g., The Financial Times - www.ft.com) and a US perspective (e.g., The Wall Street Journal - www.wsj.com ) would also be rewarding.
Teaching methods
The course will be taught using a variety of formats, including lectures, classroom discussions and case presentations. Students will gain knowledge not only from marketing theory, but also from different cases and examples that will illustrate the actual situation of international firms. Cases will be used to provide practical experience to students and to help them apply their knowledge to the circumstances faced by international firms. Meaningful participation of individuals during the case studies and classes is expected during the course.
Assessment methods
ASSESSMENT FOR ATTENDING STUDENTS for this course will consist of Two case study assignments that will each account for 50% of the final mark.
Case Study Assignments objective: To learn to apply international marketing concepts to real life company situations.
Outcomes: For both Case Study Assignments, students are required to form groups of not more than six participants to tackle the questions set (each question carries an equal mark).
Presentation (40%): Each group must provide a 20-minute presentation
Executive Summary (60%): In addition, the same group needs to write up a four-page (2000 words; Arial 12 point; single spacing) overview of the presentation provided that answer to the questions for each case. Your group grades on the typed executive summary will be based on the quality of the answers. All team members will get the same mark.
ASSESSMENT FOR NON-ATTENDING STUDENTS
End of first mid-term – Multiple choice test (50 questions in one hour) on the chapters 1 to 10 covered in the textbook (Cateora et al, 16th edition) that will account for the 50% of the final mark.
End of second mid-term – Multiple choice test (50 questions in one hour) on chapters 11 to 19 in the textbook (Cateora et al, 16th edition) that will account for the remaining 50% of the final mark.
Teaching tools
Case studies will be used throughout the course to provide a realistic understanding of the application of principles. Student preparation, presence, and participation are critical for deriving the maximum benefit from the case study teaching method. Cases are generally from the textbook set but will also be made available electronically. Students who do not find reading in English easy should read these cases before the sessions.
Office hours
See the website of Albert Caruana