INTERNATIONAL MARKETING AND BRAND MANAGEMENT MOD II
The course aims to provide specialized knowledge on International Marketing, through the analysis of the strategic and operational marketing aspects that characterize the international firms. The study program will allow the student to know the fundamental principles and criteria of the International Marketing, as well as the determinants of the competitive advantage in today's international markets.
EXPECTED LEARNING RESULTS
Knowledge and understanding skills
The student should demonstrate to understand the marketing principles and the business logic referred to the international firms. He must also know the main marketing tools used by the international firms, and understand the key factors for achieving competitive advantage in different foreign markets.
Ability to apply knowledge and understanding
The student should be able to apply the acquired knowledge in different environmental contexts: in particular, he/she must be able to apply marketing principles in relation to different economic, social, and cultural contexts, demonstrating how to apply the principles of International Marketing in a contextualized and flexible way.
The student should demonstrate to use the conceptual and operational tools learned in a critical manner by developing knowledge-processing skills; He should be able also to identify the specific issues of the different management situations, varying from country to country and also from enterprise to enterprise.
The student should demonstrate the ability to communicate clearly and comprehensively the acquired knowledge, either in written form or in oral form. He should have the ability to use the appropriate technical language, using the Italian and English terminology used in the field of marketing; He must also develop synthesis skills in the written and oral exposition of the topics.
The student should demonstrate the ability to study in an independently manner, knowing how to find bibliographic references relevant to the scope of study; He should also demonstrate the ability to link the acquired knowledge in different disciplines.
The course is addressed to master students in management. Students need to have basic knowledge in management and marketing.
Course contents can be divided into three blocks of lessons, whose duration depends on the degree of knowledge of students regarding the progressively faced arguments that they show to possess. In particular, the first and the second blocks are devoted to the frontal lessons, while the third block is devoted to the project works through group works and their discussion.
The three blocks of lessons have the following content and average duration:
I° Block of lessons – International strategies (10 hours):
Strategies for international markets. Commercial and non-commercial internationalization. Analysis of country attractiveness.
II° Block of lessons – International marketing (20 hours):
Segmentation and positioning in international markets. The brand in the international context. The international approach of companies: ethnocentric, polycentric, regiocentric, geocentric. Product policy between standardization and adaptation. Price policy. Communication policy.
The course will analyse the following topics of International Marketing: Strategies for international markets. Commercial and non-commercial internationalization. Analysis of country attractiveness. Segmentation and positioning in international markets. The brand in the international context. The international approach of companies: ethnocentric, polycentric, regiocentric, geocentric. Product policy between standardization and adaptation. Price policy. Communication policy.
The course is structured in two parts, the first one (Blocks I and II) devoted to the frontal lessons and the second one (Block III) devoted to the project works. In both parts, it is expected an extensive use of interaction between teacher and students. There is no provision for the slides used during the course as they are designed and structured as a specific tool for supporting frontal lessons rather than as a stand-alone study material and disconnected from the lectures led by the teacher.
VALDANI E., BERTOLI G., Mercati internazionali e marketing, Egea, Milan, Italy, 2010, chapters: 2, 3, 8, 9, 10 (except paragraph 10.4), 11.
The assessment is based for all students on two parts: a written test based on a mix of open and closed questions and an oral exam; only for students who follow the course the assessment is based also on presentation and discussion of the project work.
The criteria for assessing the degree of learning refer to the comprehension of the subjects covered by the study program, the communicative capacity in written and oral form, including the ability to use appropriate language, and the synthesis skills and critical analysis. The final vote is expressed in scale from 0 to 30, and is the result of an overall evaluation by the teacher, due to the abilities and the overall degree of knowledge demonstrated by the student both in the written test and in the oral exam; moreover, for students who participate at the project works, the final vote also takes into consideration their presentation and discussion. Students have the opportunity to see the correction of the written test independently of the vote obtained and to receive any clarification regarding the answers given to the questions of the test.