21872 - INTERNATIONAL MARKETING

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 18^th

14-17

Guest Speech: How to manage an International Company in Italy.
Angelo Gazzoni, Country Manager Italia, Hexagon Safety & Infrastructure

The Global Marketing Imperative: threats and opportunities for global marketing. Adaptation or standardization, the dilemma of international marketing. How to adapt locally with a global strategy

2

September 24^th

13-16

Focus on Emerging Markets: the DNA of the winning company in emerging (rural) markets

Assignment

3

September 25th

14-17

Discussion on the assignment
Focus on Emerging Markets
(Follows)

4

October 1st

13-16

Strategic Planning and Research. The drivers of value for the customer in local markets and the opportunities for adaptation.

Assignment Illy Gourmet

5

October 2^nd

14-17

Case study discussion: Illy and the evolution of the coffee industry: a battle of standardization and adaptation.

 

6

October 8^th

13-16

Market Entry and Expansion: winning strategies for entering and profiting in international markets

 

7

October 9^th

14-17

Yes we can and we do. Marketing and Management made in Italy. How Italian companies are able to succeed in the global marketplace

Assignment LV in Japan

Guest Speech, Patrizia Cianetti, Ducati

8

October 15^th

13-16

Case study discussion: LV in Japan

Guest Speech: Supporting the growth of multinational companies: the perspective of BCG

9

October 16^th

14-17

Marketing Communication and Go to Market Strategies

Guest Speech: The go to market strategies for a big multinational company.
Dino Porello, Henry Schein

Assignment Unilever. Globalizing the Ice Cream Business

10

October 23^th

14-17

Case study discussion: Unilever. Globalizing the Ice Cream Business

Closing Speech: How to manage an International Company. Mirko Mazzini, General Electric Healthcare

Testi/Bibliografia

Course material:

• 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

Metodi didattici

Detailed Description of Assessment Methods

 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%.

Modalità di verifica e valutazione dell'apprendimento

Detailed Description of Assessment Methods

•  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%.

Strumenti a supporto della didattica

Cases

Exercises

Simulations

Guest Managers Speech

Orario di ricevimento

Consulta il sito web di Fabio Guido Ulderico Ancarani