75314 - International Management and Marketing

Learning outcomes

The aim of this course is to provide students with an integrated framework of knowledge and analytical tools for understanding, creating, and managing customer value from a strategic and international perspective. The course develops methodologies for measuring and building customer perceived value, examining the competitive drivers and marketing levers that support the creation, protection, and capture of value throughout the firm–market relationship.

In parallel, the course explores the strategic and operational dimensions of business internationalization, analyzing globalization dynamics, foreign market entry strategies, and the commercial, organizational, production, and logistics implications of competing in global markets, with particular attention to the opportunities offered by emerging markets.

Upon successful completion of the course, students will be able to:

• analyze the drivers of customer value and assess them using appropriate measurement methodologies;

• develop marketing and customer value management strategies aimed at creating and enhancing customer value, and evaluate these strategies within international competitive environments;

• assess the strategic and operational decisions associated with business internationalization and understand the stages of a firm's international development;

• analyze global market dynamics and identify commercial, production, and organizational configurations that are consistent with international expansion strategies, including those tailored to the specific characteristics of emerging markets.

Course contents

The course is based on the use of the business game Markstrat. The

business game allows students to simulate the decision making process of a technological company operating in an international context. Students will have the opportunity to work in small teams and manage decisions related to existing brands and new product development and introduction and will play one against the other to gain market share.

50% of the corse will be based on the use of the business game

In the remaining 50% some topics will be discussed: Marketing planning process, analyis and definition of a marketing strategy for n international company. Moreover, students will learn how to manage analytical tools generated by the software, so that they will learn how to make better decisions using market data (simulated by Markstrat).

Specifically, students will be able to:

• understand the marketing planning process, and out to implement marketing strategies in an international environment. Specifically, students will learn how to interpret and use segmentation targeting and positioning data

• learn how to manage a brand portfolio, to select distribution channels, to allocate communication budget and to define prove policies for a company operating in an international environment

• Interpret and use analytical tools and performance measurement data

Readings/Bibliography

Markstrat students' handbook

MARKETING MANAGEMENT, GLOBAL EDITION

Philip Kotler, Kevin L. Keller, Alexander Chernev, Anno 2025

Teaching methods

Lectures, business game simulations, team work and student presentations

Assessment methods

Attending students

Markstrat final presentation: 50%

Written exam: 50%

Written exam will consist of a mix of multiple choices, open ended questions and questions related to a case study.

MARKETING MANAGEMENT, GLOBAL EDITION

Philip Kotler, Kevin L. Keller, Alexander Chernev, Anno 2025

1. Defining Marketing for the New Realities READ

3. Analyzing Consumer Markets

6. Identifying Market Segments and Target Customers

7. Crafting a Customer Value Proposition and Positioning

10. Building Strong Brands

11. Managing Pricing and Sales Promotions

NON Attending students

MARKETING MANAGEMENT, GLOBAL EDITION

Philip Kotler, Kevin L. Keller, Alexander Chernev, Anno 2025

1. Defining Marketing for the New Realities

2. Marketing Planning and Management

3. Analyzing Consumer Markets

5. Conducting Marketing Research

6. Identifying Market Segments and Target Customers

7. Crafting a Customer Value Proposition and Positioning

8. Designing and Managing Products

10. Building Strong Brands

11. Managing Pricing and Sales Promotions

12. Managing Marketing Communications

15. Designing and Managing Distribution Channels

16. Managing Retailing

17. Driving Growth in Competitive Markets

Written exam: 100%

Written exam will consist of a mix of multiple choices, open ended questions and questions related to a case study.

• <18 fail
• 18−23 sufficient
• 24−27 good
• 28−30 very good
• 30 e lode excellent

 

 

Office hours

See the website of Alessandra Zammit