INTERNATIONAL MARKETING

Attività formativa monodisciplinare
Codice dell'attività formativa: 
87063

Scheda dell'insegnamento

Per studenti immatricolati al 1° anno a.a.: 
2017/2018
Insegnamento (nome in italiano): 
INTERNATIONAL MARKETING
Insegnamento (nome in inglese): 
INTERNATIONAL MARKETING
Tipo di attività formativa: 
Attività formativa a scelta dello studente
Tipo di insegnamento: 
Opzionale
Settore disciplinare: 
ECONOMIA E GESTIONE DELLE IMPRESE (SECS-P/08)
Anno di corso: 
3
Anno accademico di offerta: 
2019/2020
Crediti: 
6
Responsabile della didattica: 

Altre informazioni sull'insegnamento

Modalità di erogazione: 
Didattica Convenzionale
Lingua: 
Inglese
Ciclo: 
Secondo Semestre
Obbligo di frequenza: 
No
Ore di attività frontale: 
36
Ambito: 
A scelta dello studente
Materiali didattici: 
Prerequisites

English language Knowledge

Educational goals

On completion of this course, students will be aware of the key forces shaping the international marketing both form an European than an American point of view .They will know and understand the marketing environment and the major factors which differentiate international marketing from its domestic counterpart.
They will have studied the significance of culture upon consumption and consumer behaviour (several aspects) and the impact of marketing mix standardisation versus adaptation strategies in international markets.

This course seeks to examine the nature and composition of the international marketplace and the implications for marketing strategy and decision making when organisations operate beyond national boundaries.

Course content

This course seeks to examine the nature and composition of the international marketplace and the implications for marketing strategy and decision making when organisations operate beyond national boundaries.
1. Principles of basic Marketing
2. Defining the issue on International Marketing.
3. Researching international markets.
4. The export process.
5. The international m-mix: the product
6. The international m-mix: the price
7. The international m-mix: channels and distribution strategies.
8. The international m-mix: communication
9. Cross-cultural communication

Textbooks and reading lists

For those not attending

International Marketing (9th edition) M. Czinkota, A. Ronkainen ed. Thomson, South Western - International student edition

Teaching methods

Lectures, case studies, classroom exercises with analysis and presentation of team works.

Assessment and Evaluation

For those who attend at least 75% of the lessons with active interventions, the exam will be based on:
• Teaching material presented during lectures (slides) multiple choice questions and frontal exam
• Team project’s presentations (ITA / USA)

For those not attending lessons, a written and oral exam will be based on course texts.

Further information

Lecturer in charge of the Summer Business Program: prof. Mauro Cavallone
Teacher in charge of the course: prof. Mauro Cavallone
The course is held in English as part of the internationalization project Summer Business Program a.a. 2019-20 (only for LT students in "Economics" and "Business Administration" and for foreign / Erasmus students). Participation in the course is limited and related to the selection for the Summer Business Program a.a. 2019-2020 (for details, see the website: https://www.unibg.it/node/388)