- Docente: Fabio Guido Ulderico Ancarani
- Crediti formativi: 6
- SSD: SECS-P/08
- Lingua di insegnamento: Inglese
- Modalità didattica: Convenzionale - Lezioni in presenza
- Campus: Bologna
- Corso: Laurea Magistrale in Direzione aziendale (cod. 0897)
Conoscenze e abilità da conseguire
The course refers to the most important variables for international marketing and marketing mix investments in different markets. In particular, the student is expected to understand: - What is the difference between managing a domestic market and a multinational portfolio of businesses; - What are the methods to analyze foreign markets and consumers; - What are success stories of international marketing strategies useful to companies that are internationalizing their business.
Contenuti
Lesson
Date
Contents
1
September 18th
13-16
Guest Speech: How to manage an International Company. Dino Porello, VP Europe, Henry Shein
The Global Marketing Imperative: threats and opportunities for global marketing
2
September 20th
16-19
Focus on Emerging Markets
Assigment
3
September 25th
13-16
Discussion on the assignement
Focus on Emerging Markets (Follows)
4
September 27th
16-19
Strategic Planning and Research.
Assignement Illy Gourmet
5
October 2nd
13-16
Case study discussion: Illy and the evolution of the coffee industry
6
October 9th
13-16
Market Entry and Expansion
7
October 11th
16-19
Marketing and Management made in Italy. How Italian companies are able to succeed in the global marketplace
8
October 18th
16-19
Case study: Luis Vuitton in Japan
9
October 24th
9-12
Marketing Communication and Go to Market Strategies
Guest Speech: The go to market strategies for a big multinational company: General Electric
10
October 25th
08-11
Case study: Unilever. Globalizing the Ice Cream Business
Guest Speech: Supporting the growth of multinational companies: the perspective of BCG
Testi/Bibliografia
Course material:
Attending students:
- Textbook: Czinkota, M. R., Ronkainen, I.A., Zvobgo, G., (2011), International Marketing, Cengage Learning EMEA (http://edu.cengage.co.uk/catalogue/product.aspx?isbn=1408009234 )
chapters 1, 4, 6, 8, 9,10, 12 and 14
- Cases and handouts as indicated in the detailed schedule
Clamda-IM students with attendance waiver approved by the Course Board:
- Textbook: Czinkota, M. R., Ronkainen, I.A., Zvobgo, G., (2011), International Marketing, Cengage Learning EMEA (http://edu.cengage.co.uk/catalogue/product.aspx?isbn=1408009234 )
All the chapters of the book
Metodi didattici
Detailed Description of Assessment Methods
Attending students:
- Written exam: 50% based on course contents
- Case studies reports: 30% (10% for each report)
Attending students are required to carry out three reports on three case studies proposed. Each report has to be delivered to the Professor the day indicated in the detailed schedule. The structure of reports will be explained during the first lesson.
- Assignment: 20%
Attending students are required to develop a couple of assigments, one on marketing strategies in emerging markets and another one on the coffee industry. Each assignment will be weighted 10%.
Clamda-IM students with attendance waiver approved by the Course Board:
- Final written exam: 100%, based on the entire textbook.
Modalità di verifica e valutazione dell'apprendimento
Detailed Description of Assessment Methods
Attending students:
- Written exam: 50% based on course contents
- Case studies reports: 30% (10% for each report)
Attending students are required to carry out three reports on three case studies proposed. Each report has to be delivered to the Professor the day indicated in the detailed schedule. The structure of reports will be explained during the first lesson.
- Assignment: 20%
Attending students are required to develop a couple of assigments, one on marketing strategies in emerging markets and another one on the coffee industry. Each assignment will be weighted 10%.
Clamda-IM students with attendance waiver approved by the Course Board:
- Final written exam: 100%, based on the entire textbook.
Strumenti a supporto della didattica
Cases
Exercises
Simulations
Guest Managers Speech
Orario di ricevimento
Consulta il sito web di Fabio Guido Ulderico Ancarani