Insegnamento a.a. 2008-2009

8264 - INTERNATIONAL MARKETING


MM-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - DES-LS - CLG-LS - M-LS - IM-LS - ACME-LS - EMIT-LS

Department of Marketing

Course taught in English

Go to class group/s: 31
MM-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) - DES-LS (6 credits - II sem. - AI) - CLG-LS (6 credits - II sem. - AI) - M-LS (6 credits - II sem. - AI) - IM-LS (6 credits - II sem. - AI) - ACME-LS (6 credits - II sem. - AI) - EMIT-LS (6 credits - II sem. - AI)
Course Director:
MARGHERITA PAGANI

Classes: 31 (II sem.)
Instructors:
Class 31: TO BE DEFINED



Course Objectives

Companies today confront an increasing array of choices regarding markets, locations for key activities, outsourcing and ownership modes, and organization and processes for managing across borders. This course provides students with the conceptual tools necessary to understand and work effectively in today's interconnected world by developing strategic perspectives that link this changing environment, the state of the global industry, and the capabilities and position of the firm.
The goal of this subject is to provide the foundations for taking effective action in the multi-layered world of international business. The first section of the course provides frameworks for identifying and taking advantage of the opportunities presented in a dynamic global environment at the level of the country and industry. The second section of the course focuses on firm-level strategic choices regarding where to engage in which activities. The third section focuses on the challenges of integrating the multiple perspectives, functions, and interests that constitute the multinational firm.


Course Content Summary

  • The changing global landscape
  • Potential market assessment: industry and location factors
  • Market entry and consolidation strategies
  • Developing Firm-specific advantages from being international
  • International product and brand management
  • Global promotional strategies
  • Global pricing strategies 

Detailed Description of Assessment Methods

 Attending Students
Grades are computed as follows:

  • Written Final exam : 60% of the final grade
  • Group project: 20%
  • Class participation: 20%

Non Attending Students
Written exam


Textbooks

Attending students:

  • M. CZINKOTA, I. RONKAINEN, International Marketing, Thomson, 2007 (exact chapters are communicated in the syllabus) 

  • Course readings

Exam textbooks & Online Articles (check availability at the Library)
Last change 09/04/2008 16:56