21872 - International Marketing

Learning outcomes

The course refers to the most important variables for international marketing and marketing mix investments in different markets. In particular, the student is expected to understand: - What is the difference between managing a domestic market and a multinational portfolio of businesses; - What are the methods to analyze foreign markets and consumers; - What are success stories of international marketing strategies useful to companies that are internationalizing their business.

Course contents

Lesson

Date

Contents

1

September 18^th

13-16

Guest Speech: How to manage an International Company. Dino Porello, VP Europe, Henry Shein

The Global Marketing Imperative: threats and opportunities for global marketing

2

September 20^th

16-19

Focus on Emerging Markets

Assigment

3

September 25th

13-16

Discussion on the assignement

Focus on Emerging Markets (Follows)

4

September 27th

16-19

Strategic Planning and Research.

Assignement Illy Gourmet

5

October 2^nd

13-16

Case study discussion: Illy and the evolution of the coffee industry

6

October 9^th

13-16

Market Entry and Expansion

7

October 11^th

16-19

Marketing and Management made in Italy. How Italian companies are able to succeed in the global marketplace

8

October 18^th

16-19

Case study: Luis Vuitton in Japan

9

October 24^th

9-12

Marketing Communication and Go to Market Strategies

Guest Speech: The go to market strategies for a big multinational company: General Electric

10

October 25^th

08-11

Case study: Unilever. Globalizing the Ice Cream Business

Guest Speech: Supporting the growth of multinational companies: the perspective of BCG

Readings/Bibliography

Course material:

Attending students:

• Textbook: Czinkota, M. R., Ronkainen, I.A., Zvobgo, G., (2011), International Marketing, Cengage Learning EMEA (http://edu.cengage.co.uk/catalogue/product.aspx?isbn=1408009234 )

  chapters 1, 4, 6, 8, 9,10, 12 and 14

• Cases and handouts as indicated in the detailed schedule

  Clamda-IM students with attendance waiver approved by the Course Board:

• Textbook: Czinkota, M. R., Ronkainen, I.A., Zvobgo, G., (2011), International Marketing, Cengage Learning EMEA (http://edu.cengage.co.uk/catalogue/product.aspx?isbn=1408009234 )

All the chapters of the book

Teaching methods

Detailed Description of Assessment Methods

Attending students:

• Written exam: 50% based on course contents
• Case studies reports: 30% (10% for each report)

  Attending students are required to carry out three reports on three case studies proposed. Each report has to be delivered to the Professor the day indicated in the detailed schedule. The structure of reports will be explained during the first lesson.

• Assignment: 20%

  Attending students are required to develop a couple of assigments, one on marketing strategies in emerging markets and another one on the coffee industry. Each assignment will be weighted 10%.

Clamda-IM students with attendance waiver approved by the Course Board:

• Final written exam: 100%, based on the entire textbook.

Assessment methods

Detailed Description of Assessment Methods

Attending students:

• Written exam: 50% based on course contents
• Case studies reports: 30% (10% for each report)

  Attending students are required to carry out three reports on three case studies proposed. Each report has to be delivered to the Professor the day indicated in the detailed schedule. The structure of reports will be explained during the first lesson.

• Assignment: 20%

  Attending students are required to develop a couple of assigments, one on marketing strategies in emerging markets and another one on the coffee industry. Each assignment will be weighted 10%.

  Clamda-IM students with attendance waiver approved by the Course Board:

• Final written exam: 100%, based on the entire textbook.

Teaching tools

Cases

Exercises

Simulations

Guest Managers Speech

Office hours

See the website of Fabio Guido Ulderico Ancarani