- Docente: Albert Caruana
- Credits: 9
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Business and Economics (cod. 8965)
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
The main contents covered in the course are:
Marketing and the Scope and Challenge of International Marketing
The Dynamic Environment of International Trade
History, Geography and the Financial Environment
The Role of Culture in International Marketing
Global Vision Through Market Research
Developing a Global Marketing Strategy
Market Entry Strategies
Products and Services in an International Context
Pricing for International Markets
Integrated Marketing Communications for International Markets
Internet Marketing and Social Media Marketing.
Readings/Bibliography
ESSENTIAL READING
- Cateora, Philip R., Mary C Gilly & John L. Graham, R. Bruce Money (17th edition) International Marketing, New York: McGraw Hill.
Students should systematically read the chapters in the book. It is important to keep in mind that it is bad practice to hope to learn a subject by relying on just the lecture slides. The book indicated acts as an important building bloc and reference.
Teaching methods
The course will be taught using a variety of formats, including lectures, classroom discussions and case presentations. Students will gain knowledge not only from marketing theory, but also from different cases and examples that will illustrate the actual situation of international firms. Cases will be used throughout the course to provide practical experience to students and to help them apply their knowledge to the circumstances faced by international firms. Meaningful participation of individuals during the case studies and classes is expected during the course.
Assessment methods
ASSESSMENT FOR ATTENDING STUDENTS for this course will consist of two group case study assignments plus two individual multiple choice tests that will each account for 25% of the final mark.
The objective of the case study assignments is for participants to learn to apply international marketing concepts to the reality that a company faces. For both case study assignments, students will be required to form groups, the size of which will depend on the number of student registrations for the course. Each group will need to provide a 20-minute presentation together with a two-page executive summary. All team members will get the same mark.
In addition students will need to take two multiple choice tests. These will each consist of 50 questions in one hour covering chapters 1 to 9 and 10 to 19 in the textbook (Cateora et al., 17th edition).
In the case of NON-ATTENDING STUDENTS the two Multiple choice tests will account for 100% the mark for the course.
Teaching tools
Case studies will be used throughout the course to provide a realistic understanding of the application of principles. Student preparation, presence, and participation are critical for deriving the maximum benefit from the case study teaching method. Cases are generally from the textbook set but will also be made available electronically. Students who do not find reading in English easy should read these cases before the sessions.
Office hours
See the website of Albert Caruana