BERGAMO
Overview
Date/time interval
Syllabus
Course Objectives
On completion of this course, students will be aware of the key forces shaping the international marketing both form a European and 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 behavior, and the impact of marketing mix standardization 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 organizations operate beyond national boundaries.
Course Prerequisites
English language knowledge
Teaching Methods
Lectures, case studies, classroom exercises with analysis and presentation of team works
Assessment Methods
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)
• Team project’s presentations (ITA / USA)
• Course textbook: Global Marketing (8° Edition) by Svend Hollensen; Pearson (2020) Chapters: 1,2, 4, 5, 6, 7, 8, 9, 10, 14, 15, 16, 17.
Exams:
1. Midterm (25% of the grade): Lecture’s slides and Book Chapters: 1, 2, 4, 5, 6, 7.
20 multiple choice questions, 20 minutes, each correct answer 1-point, wrong answer 0 points
2. Final exam (25% of the grade): Lecturer’s slides and Book Chapters 8, 9, 10, 14, 15, 16, 17.
20 multiple choice questions, 20 minutes, each correct answer 1-point, wrong answer 0 points
3. Team project presentation (50% of the grade)
Each team will present in class the results of the analysis of the assigned brand (20/25 minutes presentation for the whole team)
The evaluation of the team work will be based on the ability of the group in identifying and analyzing:
• Company’s goals
• Corporate values
• Positioning
• Marketing Mix:
- product (range, life cycle, brand strength)
- price (level)
- promotion (type of message, media mix, level of investment)
- place (channels)
• Approach to innovation
• SWOT analysis
Contents
This course seeks to examine the nature and composition of the international marketplace and the implications for marketing strategy and decision making when organizations operate beyond national boundaries.
1. Principles of Marketing
2. Global Marketing in the Firm.
3. Developing International Competitiveness and International Strategies
4. Analysis of the International Political, Economic, and Sociocultural Environment
5. Researching International Markets: Market Selection Process
6. Macro segmentation and Micro segmentation, Targeting and Positioning in the International Markets
7. Entry Strategy and the Export Process.
8. The international Marketing Mix: Product and Brand Strategy Decisions
9. The international m-mix: Pricing Decisions
10. The international m-mix: Distribution Channels Decisions.
11. The international m-mix: Communication Decisions
Online Resources
More information
Please, note that just students with the necessary prerequisites and regularly enrolled to the Summer Business Program of exchange with the University of Missouri can participate to this course and take the final exam.
The course will be entirely held in English.