INTERNATIONAL MARKETING AND BRAND MANAGEMENT MOD I
The objective of the course is to facilitate the understanding of international marketing. Further, through case studies and group projects, students will develop the ability to adapt marketing strategies to specific national market needs and constraints.
The learning objectives of the course are:
Knowledge and understanding:
Understand the international marketing principles, the main choices to be made to successfully operate in foreign markets, and the determining factors for achieving competitive advantage depending on the characteristics of foreign markets.
Acquire an overview on the contemporary issues in global marketing and the unique challenges faced by marketing managers in the dynamic global environment.
Ability to apply knowledge and understanding:
Develop ability to apply the knowledge acquired in different contexts from multiple perspectives (economic, social, cultural, etc.).
Develop ability to apply the principles and tools of international marketing in a contextualized and flexible manner.
Identify the most important components for creating a more competitive international marketing strategy.
Critically examine various models for international marketing.
Communicate effectively (by using an appropriate vocabulary) about marketing issues in group discussions, oral presentations and written reports.
Develop the ability to use an appropriate technical language.
Develop the ability to autonomously deepen the acquired knowledge, knowing how to identify relevant bibliographic references.
Develop the ability to link the knowledge acquired in different disciplinary areas.
Principles of business management.
The main themes of the course are:
Part 1 – An overview on marketing and international marketing, the determinants and strategies of for internationalization, trade and integration.
Part 2 – The development of global marketing planning, organizing and controlling: markets, segmentation, targeting, and positioning in international context, product, pricing, place and promotion
Part 3 – Project work: students will work in groups on case studies and give oral presentation of their projects.
The course introduces the field of international marketing. It addresses the complex environment of international marketing and the need to investigate its various economic, social, political, cultural and legal dimensions from conceptual, methodological and applications perspectives. Then, it considers how these contextual factors should affect, and can be integrated into, marketing strategies and plans.
The main themes of the course are:
- overview on marketing and value;
- networks and relationship marketing;
- service-dominant logic;
- introduction to international marketing;
- trade and integration;
- determinants and strategies of internationalization;
- planning, organizing and control of international marketing;
- markets, segmentation, targeting and positioning in international contexts;
- international product marketing;
- international pricing;
- international place;
- international promotion.
The course is organized in two modules:
- parts 1 and 2 - lectures and case discussion. Instructor will give lectures on major concepts and issues. Students will be asked to actively participate in all class discussions on multiple case studies;
- part 3 - project work. Students will work in groups on case studies and give oral presentation of their projects.
Part 1: Calvelli, and Cannavale (2019) Internationalizing Firms. International Strategy, Trends and Challenges, Palgrave Macmillan.
Part 2: Baack, Czarnecka, and Baack (2019) International marketing, Sage Publishing, II edition.
Examination consists of the following examination items:
- written test (introduced due to the pandemic)
- oral individual exam, for both attendees and non-attendant students;
- presentation of the project work.
The final grade (maximum 30) depends on the three exam items (27% written test, 53% oral, 20% project).