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Course 2005-2006 a.y.

8264 - INTERNATIONAL MARKETING


GM-LS - MM-LS - OSI-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - CLEACC-LS - DES-LS - CLEMIT-LS - CLG-LS
Department of Marketing

Course taught in English


Go to class group/s: 31

GM-LS (6 credits - II sem. - AI) - MM-LS (6 credits - II sem. - AI) - OSI-LS (6 credits - II sem. - AI) - AFC-LS (6 credits - II sem. - AI) - CLAPI-LS (6 credits - II sem. - AI) - CLEFIN-LS (6 credits - II sem. - AI) - CLELI-LS (6 credits - II sem. - AI) - CLEACC-LS (6 credits - II sem. - AI) - DES-LS (6 credits - II sem. - AI) - CLEMIT-LS (6 credits - II sem. - AI) - CLG-LS (6 credits - II sem. - AI)
Course Director:
ENRICO VALDANI

Classes: 31 (II sem.)
Instructors:
Class 31: ELEONORA CATTANEO


Course Objectives

The course aims to provide students with the essential frameworks and skills required to operate in companies facing the globalisation of markets. The course deals with the process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organisations focusing  on the main issues firms must deal with when approaching foreign markets. There are also sections discussing the possible approaches to a firm's  internationalisation process and to the use of the internet as a specific international marketing tool. There is an extensive use of business cases to encourage the immediate application of the concepts discussed.


Course Content Summary
  • The globalisations of markets, firms and of marketing itself
  • The international firm: models and approaches to international marketing
  • The decision-making process for international expansion
  • The selection and evaluation of international markets
  • Country portfolio management
  • Global market expansion: market entry strategies
  • The export process
  • Export intermediaries, licensing and franchising
  • Foreign direct investment
  • International marketing decisions: global and intercultural marketing
  • Leveraging country-of-origin effects
  • The impact of the digital economy on international marketing

Detailed Description of Assessment Methods

Attending students

  • Written exam 50%
  • Assignment 40%
  • Business game 10%

Non attending students

  • Written exam

Textbooks
  • M. CZINKOTA, I. RONKAINEN, International Marketing, Thomson, 2003, 7th ed.
Exam textbooks & Online Articles (check availability at the Library)
Last change 10/05/2005 00:00
 

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