21872 - International Marketing

Course Unit Page

Academic Year 2021/2022

Learning outcomes

At the end of the course students are able to analyse international product markets from the perspective of Italian and European companies both in consumer good and industrial markets. Students are able to define entry strategies and management of steady state markets at the international level. The perspective of both small and medium sized firms and large firms is discussed.

Course contents

This course explores the development of international marketing programs from the determination of objectives and methods of organization through the execution of research, advertising, distribution, and production activities. Students examine the international similarities and differences in marketing functions as related to the cultural, economic, political, social, and physical dimensions of the environment. Students also consider the changes in marketing systems and the adoption of marketing philosophies and practices to fill conditions in different countries.

Readings/Bibliography

  • Cateora, Philip R., Mary C Gilly & John L. Graham, R. Bruce Money (18th edition) International Marketing, New York: McGraw Hill.

  • Additional cases, articles and material will be handed out during the course. Slides and keynotes will be considered as the guideline of the course.

Additional material (e.g. readings, assignments, exercises, datasets) is required for the exam and must be studied. This material will be distributed as needed and will be available at AMS Campus

The material you have to study to prepare the exams is listed inside the pdf. handouts uploaded online, Lecture 1. All exams are based on the entire textbook

Teaching methods

Lectures and discussion: Lectures will highlight elements of the readings, provide an organizing framework for the topic of the day, and cover new material. Oral participation during the lecture sessions and case discussions will be very important. A substantial part of the benefit the student will derive from the class is a function of his/her willingness to expose his/her viewpoints and conclusions to the critical judgment of the class, as well as his/her ability to build upon and evaluate the judgments of his/her classmates. This is the reason why I will dedicate a large amount of time in class discussion.

Class participation: Active, meaningful contribution to class discussion largely determines the class participation grade for this course. The participation grade is not merely an attendance grade. The class participation grade is a grade that is built up through the student’s contribution of insightful comments. In fact, beyond a threshold level of participation, much higher weight is placed on the depth of ideas presented and their contribution towards gaining new insights in the class discussion.

Guest speakers: Really top profile Guest Speakers will be with us.Participation and quality of preparation for these meetings will be very beneficial

Case preparation and analysis: Cases will illustrate and expand the lectures, introduce new material, and allow for practice in business market decision-making. The cases have been carefully selected to make a series of points. Some cases may not be particularly recent. This is because a case is a pedagogical device designed to make a point, and these cases have been proven to do so well. They are not intended to be a summary of current events in a particular industry or market.

Update: During this course, the class will analyze and develop a real case. The Marketing Manager of the Company will present the case to the class and students will have to develop the requested outcome. Students are expected to make the most out of and integrate the knowledge acquired in other courses and put it into practice. In order to get the highest benefit, Attendance is highly recommended.

Assessment methods

Evaluation of student performance in this course and the distribution of grades is based on the following percentages:

Mid-Call 1

I half: 100%: Multiple choice

Call 1 - June

II half : 80%:Real Business Case

20%: Multiple choice

Total: 55% multiple choice

45% open questions

Call 2 - July

II half : 80%:Real Business Case

20%: Multiple choice

Total: 55% multiple choice

45% open questions

Call 3 - September

Total: 55% multiple choice

45% open questions

Teaching tools

The course will be held using different types of multi-media resources: audio, video, infographics, text, and animation. These resources aim to build a method to help learners develop learning strategies as well as develop and use business models and frameworks connected to the marketing management processes.

Depending on Covid-19 situation at the time of the course, some tools and teaching methods might vary.

Office hours

See the website of Alessandra Raggi