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

Guest Speech

The Global Marketing Imperative: threats and opportunities for global marketing. Adaptation or standardization, the dilemma of international marketing. How to adapt locally with a global strategy

2

Focus on Emerging Markets: the DNA of the winning company in emerging (rural) markets

Assignment

3

Discussion on the assignment
Focus on Emerging Markets
(Follows)

4

Strategic Planning and Research. The drivers of value for the customer in local markets and the opportunities for adaptation.

Assignment Illy Gourmet

5

Case study discussion: Illy and the evolution of the coffee industry: a battle of standardization and adaptation.

 

6

Market Entry and Expansion: winning strategies for entering and profiting in international markets

 

7

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

Assignment LV in Japan

Guest Speech

8

Case study discussion: LV in Japan

9

Marketing Communication and Go to Market Strategies

Guest Speech:

Assignment Unilever. Globalizing the Ice Cream Business

10

Case study discussion: Unilever. Globalizing the Ice Cream Business

Closing Speech

 

Readings/Bibliography

Course material:

 

• 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

Teaching methods

Detailed Description of Assessment Methods

• 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%.

Assessment methods

Detailed Description of Assessment Methods

•  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%.

Teaching tools

Cases

Exercises

Simulations

Guest Managers Speech

Office hours

See the website of Fabio Guido Ulderico Ancarani