21872 - International Marketing

Learning outcomes

By the end of this course students are able to: - develop team-working abilities to conduct, present and discuss research results; - develop the framework for designing International Marketing Strategies; - acquire the methods to analyze foreign markets and consumers.

Course contents

1 Understanding the International Marketing Rules of the Game

2 The Global Marketing Imperative: threats and opportunities for global marketing; Global Strategy for International Marketing

3 Focus on Emerging Markets

4 Report out exercise on Emerging Markets; Case study 1

5 Market Entry and Expansion

6 Guest Speech

7 Guest Speech; Case study 2

8 Product Adaptation; Marketing Made in Italy

9 Marketing Communication and Go to Market Strategies; Case study 3

10 Wrap up and Conclusions

 

Readings/Bibliography

Required Readings:

- Czinkota, M. R., Ronkainen, I.A., Zvobgo, G., (2011), International Marketing, Cengage Learning EMEA  mandatory for non-attending students; suggested for attending students to read chapters 1, 4, 6, 6, 9, 10, 12, and 14

Teaching methods

The main instructional approaches used in the course are:

- Lectures

- Case studies

-Guest speakers

- Class assignments

Assessment methods

Though not compulsory, participation in team-work assignments is strongly encouraged.

Course evaluation will be different depending on the non-compulsory participation in team-work assignment, as detailed in the following:

Students participating in team-work assignments:

Component Weight (%)

Final Exam 60

Case studies 30

Assignment 10

Students who do not participate in team-work assignments:

Component Weight (%)

Final Exam 100

Case studies -

Assignment -

- Exam and group project structure:

The final exam is a written exam where students have to answer different questions on the course topics. To each question a given maximum number of points is associated, and to get it the student has to answer correctly and all the steps must be justified. The theoretical maximum number of points achievable in case of a perfect exam is 32.

The group project consists in the discussion of 3 international cases and groups are requested to prepare a written report before every discussion.

The evaluation of the answers of the exam depends on the correctness, completeness and rigor of the answers.

The evaluation of the group projects depends on the completeness of the report and the rightness and completeness of the answers provided during the presentation.

- Exam policy:

Students can attend a mid-term exam (not compulsory) during the break at the end of the first sub-cycle, and then the second mid-term exam at the end of the course. The grades of the two mid-term exams will be averaged to compute the “final written exam” grade.

Those who positively pass the first mid-term exam (i.e. grade greater or equal to 18), have the chance to take the second mid-term exam either in the January or February session. The second mid-term can be taken only once. Therefore, if a student does not pass the second mid-term exam (or opts for a re-take), s/he can attend only total exams from that moment on.

Grading scale:

< 18: failed

18-23: sufficient

24-27: good

28-30: very good

30 e lode: outstanding

Erasmus: at most 15 Erasmus and Overseas students, and 10 UADE students, selected in chronological order, will be admitted to the course and the exam.

Students with disability or specific learning disabilities (DSA) are required to make their condition known to find the best possible accommodation to their needs

Teaching tools

Tools, platforms, or resources used during the course:

- Learning platform: Virtuale (virtuale.unibo.it) contains the slides and the team-work assignments

- Presentation software: PowerPoint

- Communication tools: Email; Teams; Forum on Virtuale

Office hours

See the website of Fabio Guido Ulderico Ancarani