Insegnamento a.a. 2006-2007

Course Objectives

When passing from a local to a global, interconnected arena of competition, companies from any industry need a solid theoretical background and a portofolio of technical tools to cope and succeed in an increasingly complex environment.
This course drives participants to analyse the main determinants of change in the international scenario of conduct: deregulation, hypercompetition, globalisation or, in some cases, the growth of new forms of protectionism.
In the second part, the course focuses on the main strategic tools that a company may apply to have a better management of its international arena. Through these tools, proactive companies may try to build a first and rather solid base to establish their own long-term competitive advantage.
In the third part, operational tools, like the ones of marketing mix, are related to their day-by-day use in international markets.
The course's main objective is to let students gain a wide vision of the main pillars of conduct of the international scenario. Finally, the course provides students with the most relevant practical tools to manage international marketing policies and, as a consequence of that, to build an international marketing plan.

Course Content Summary

• Marketing in the era of globalisation.
• The international competition.
• The international firm: drivers of growth in global contexts.
• The role of attractiveness analyses when selecting international markets.
• Main tools of strategic marketing: macro and microsegmentation.
• International positioning issues.
• Entry strategies in foreign markets.
• Implementing marketing mix in international contexts (product, price, promotion and place issues).
• How to build the international marketing plan.

Detailed Description of Assessment Methods

Written exam.

Textbooks

• F. BRADLEY, International Marketing strategy, Prentice Hall, 2005, 5^th ed.
• Readings on International Marketing, EGEA, 2006.