4932 - INTERNATIONAL MARKETING
Academic Year 2022/2023
Free text for the University
FRANCESCA CABIDDU (Tit.)
- Teaching style
- Lingua Insegnamento
|[11/80] MANAGEMENT||[80/30 - Ord. 2018] International Management||6||36|
The goal of the course is to provide students with a general understanding of the various topics facing international and global marketers and to provide them with the analytical tools necessary to become successful international marketers. In the first three-quarters of the course, students will learn the theoretical concepts that they will then use to analyze actual cases at the end of the course.
A) KNOWLEDGE AND UNDERSTANDING
A1. Provide an understanding of the scope and function of international marketing theory and practice
A2. Increase the knowledge and skills to help in developing international market entry strategies.
A3. Develop skills related to the analysis of international marketing data, in particular, the use of secondary data in assessing the international marketing opportunities
(B) APPLYING KNOWLEDGE AND UNDERSTANDING
B1. Be able to develop a comprehensive course of action for an international business firm using formal decision-making processes;
B2. Be able to complete a final written project using skills acquired throughout the course;
B3. Be able to apply personal and interpersonal skills appropriate to being an effective member of an international marketing team.
C) MAKING JUDGEMENTS
C1. Be able to identify and research issues in business situations, analyze the issues, and propose appropriate and well-justified solutions
D) COMMUNICATION SKILLS
D1. Prepare written documents that are clear and concise, using appropriate style and presentation for the intended audience, purpose and context
D2. Prepare and deliver oral presentations that are clear, focused, well-structured, and delivered in a professional manner.
E) LEARNING SKILLS
E1. Self-manage the development of learning and study skills, both individually and as part of a collaborative learning group.
Familiarity with the general topic related to marketing, with a special focus on market segmentation and marketing mix.
After an initial sketch of globalization of markets and competition, we look in detail at the economic and cultural environment in which international and global marketers operate. The course then discusses global marketing research, global segmentation and positioning, global marketing strategies and market entry strategies available to global marketers. We will also take a closer look at the elements of the global marketing mix: product, price, distribution, and marketing communications. We will also deal with the issues that make planning and managing the marketing mix in an international context such a challenge, including finding a balance between standardization and adaptation of the marketing mix across borders. Towards the end of the course, students will be divided into a number of groups that will take turns to present and discuss a number of selected international marketing cases that illustrate how companies concretely face and deal with the theoretical concepts that have been introduced throughout the course. The main topics will be:
1. Globalization imperative
2. Global Cultural Environment and Buying Behavior
3. Political and Legal Environment
4. Global Marketing Research
5. Global Segmentation and Positioning
6. Global Marketing Strategies
7. Global Market Entry Strategies
8. Developing New Products for Global Markets
9. Marketing Products and Services
10. Global Communication Strategies
Teaching methods include face-to face and online interactive case studies, directed reading, visiting speakers, lectures, interaction with managers, problem-solving activities and private/guided study.
Verification of learning
The evaluation criteria for attending students are as follows:
1. 10% Class Participation (discussion questions, verbal comments, case discussion)
2. 30% Written exam (three open questions based on chapter 1, 4, 5, 6- 7)
3. 60% Final Project (Group project report)
The course assessment for non-attending students is the following:
100 % Final written exam with five open questions (2 hours) based on chapters 1,4,5,6, 7, 8, 9, 10, 11, 12, and 13 of the textbook.
- 3 open questions investigate the knowledge acquired
- 2 open questions investigate the students capabilities to apply the acquired knowledge
- 1 case analysis to investigate the students argumentative and judgmental capabilities to interpret and analyze real problems in international marketing management.
Evaluations may be subject to changes following the emergency from COVID-19. In this case, the exam will be conducted orally on the TEAMS platform. The learning evaluation criteria are the same for the written exam. Specific and detailed indications will be shared by the teacher, also taking into account the indications that will be shared by the University.
Here are the considerations I use in evaluating class participation:
Meaningful contribution to class discussions.
Enhancement of classroom learning environment beyond specifically dictated preparation.
Attendance and punctuality
Polite and professional interaction with me, guests, and classmates.
To achieve a maximum score (30/30) the student must show to have acquired an excellent knowledge of all the topics covered during the course. In particular, they should have a comprehensive view on international marketing entry, international cultural and behaviors.
To pass the exam (18/30), the student must demonstrate that they have acquired sufficient knowledge of the basic topics covered during the course.
Masaaki Kotabe and Kristiaan Helsen, Global Marketing Management, 7th edition International Student Version. Wiley, 2017
Lecture slides, articles, and links to helpful resources will be posted to the course website.