0803 - MARKETING (INTERNATIONAL MARKETING ANALYSIS AND RESEARCH) (INSEGNAMENTO IN LINGUA INGLESE)

Presentazione generale del corso:

The course is designed to provide the student with:

1. Familiarity with the key issues relating to international marketing
2. Skills in formulating marketing strategies in an international context
3. Knowledge of tools and practices for developing an international marketing plan
4. Awareness of emerging issues in international marketing management.

The first part of the course will deal with the broader environment within which companies operate allowing students to become familiar with the essential tools required to draw a map of a foreign market. Secondly, we will focus on the firm and the processes associated with going international. In the final part of the course the marketing activities associated with going international will be dealt with in detail. You will be asked to work in teams on a number of assignments allowing you to apply all the concepts discussed in class.

Programma del corso:

• The marketing concept in the international environment
• Analysis the international marketing environment
• Market entry strategies
• International segmentation and positioning
• Global Branding
• The international marketing mix
• Emerging issues in international marketing

Testi d'esame:

• CZINKOTA, RONKAINEN, International Marketing, Ed. Harcourt

Prove d'esame:

Written exam 70%
Assignments 30%