75333 - International Management and Marketing

Course Unit Page

SDGs

This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Quality education

Academic Year 2020/2021

Learning outcomes

The aim of the course is to develop the ability to define firm strategies in todays' competitive international environments, as well as to develop the abilty to implement them at a commercial and operative level. At the end of the course the student will be able to: - analyse the dynamics of globalization of markets and firms; - understand the most important phases of the process of internationalization of a company; - understand strategic, marketing, sales, operation, logistics and HR choices; - analyse the opportunities offered by 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

Attending Students 

Markstrat students' handbook

Global Marketing Warren J. Keegan; Mark C. Green 2017 Pearson (Intl)

Chapters 1, 2, 6, 7, 10, 12

Non attending students 

Global Marketing Warren J. Keegan; Mark C. Green 2017 Pearson (Intl)

Capitoli 1, 2, 3, 4, 6, 7, 8, 9, 10, 11, 12, 13

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.

 

Non attending students

Written exam: 100%

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

Office hours

See the website of Alessandra Zammit