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Codice:
Course code: |
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16015 |
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Anno accademico:
Academic year: |
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2009-2010 |
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Titolo del corso:
Course title: |
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International marketing
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Modulo:
Module: |
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Unico
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Docente 1:
Teacher 1: |
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CAVALLONE Mauro |
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Ruolo Docente 1:
Teacher 1: |
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Sdoppiamento 1:
Splitting 1: |
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0 |
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Modulo 1:
Module 1: |
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0 |
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Modalità 1:
Type 1: |
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Convenzionale
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Settore scientifico-disciplinare:
Reference sector: |
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SECS-P/08 Economia e gestione delle imprese |
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Anno di corso:
Year of degree course: |
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3 anno LT
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Facoltà:
Faculty: |
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Economia |
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Modalità di frequenza:
Type: |
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Non obbligatoria |
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Semestre:
Semester: |
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2 |
Sottoperiodo:
Sub period: |
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6° |
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Numero totale di crediti:
Total credits: |
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6.0 |
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Carico di lavoro
Workload |
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Attività frontale:
Lectures: |
36.0 |
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Esercitazioni:
Applied activities: |
0.0 |
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Studio individuale:
Individual work: |
144.0 |
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Attività didattica a piccoli gruppi:
Group work: |
0.0 |
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Seminari:
Seminars: |
0.0 |
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Laboratori:
Laboratories: |
0.0 |
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TOTALE (voci sopra-elencate):
TOTAL: |
180.0 |
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Ore di lezione settimanali:
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9.0 |
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Prerequisiti:
Prerequisites: |
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Obiettivi formativi:
Educational goals: |
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On completion of this course, students will be aware of the key forces shaping the international marketing both from an European than 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 behaviour (several aspects) and the impact of marketing mix standardisation 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 organisations operate beyond national boundaries.
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Contenuto del corso:
Course contents: |
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The changing International environment
The market scenario: Europe, America, Asia
The marketing and marketing mix concept in 2010
The difference between ?to sell abroad? and ?to internationalise the company?
International marketing orientation
The motivation for entry into international markets
Researching international markets
The market segmentation
International market entry strategies
Assessing potential markets and relating this to company resources
The international marketing mix and the strategy implementation
The international marketing plan
Consumer behaviour: the typology of consumers
The impact of culture upon consumption
Standardisation versus adaptation strategies for international marketing mix development and implementation
Cross cultural communication
Managing the global marketing process
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Testo di riferimento 1:
Course text 1: |
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M. Czinkota, International Marketing, Thomson Learning (2008)
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Metodi didattici:
Teaching activities: |
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University lecture, Teamwork with mixed groups of students, International marketing championship based on real case studies, Crossfertlization
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Struttura della verifica del
profitto:
Assessment: |
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scritto + orale
written + oral
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Descrizione verifica del profitto:
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The students that will have the 75 % of real attendance theri is the possibility to have the 50% of the grade based on the comparative market research (Italy - USA).the remaining50% written-aural tex
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Lingua di insegnamento:
Teaching language: |
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inglese
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Altre informazioni:
Other information: |
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SOTTOPERIODO: VI
La partecipazione al corso è subordinata alla partecipazione al Bando per il Summer Business Program a.a. 2009-2010 (vedi sito Facoltà di Economia > Programmi di internazionalizzazione > Summer Business Program)
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