Instructor: Italo Trevisan
Class hours: 48 (8 ECTS)
Being a course on international marketing, the course objective is to develop a proper understanding of the strategic and operational aspects of international marketing. The International Marketing module shall focus on the issues of marketing connected to the activity of the firm in international markets. Therefore, the learning objectives shall be the acquisition of:
- basic knowledge of the dynamics of globalization, the process of internationalization of firms and entry modes in international markets as affecting marketing decisions;
- knowledge and practical experience of analysis and selection of foreign markets;
- knowledge and practical experience of the use of marketing tools in an international environment.
For the International Marketing module a basic knowledge of marketing is advisable.
Overview of the globalization of the competitive environment and the determinants of international competitive advantage.
Approaches to foreign markets and possible strategies of internationalisation.
Analysis, segmentation and choice of foreign markets.
Entry in foreign markets and marketing policies in an international environment.
The course is made of a part based on traditional lectures and and a more operational part based on a group work carried out in collaboration with companies that are interested in analysing foreign markets (Trento Marketing Challenge).
This second part shall include also guided student presentations (on work carried out in groups) in addition to seminars by visiting speakers, as well as visits to the companies.
The work groups for TMC shall include students from Russian universities (USUE, NCFU) who shall be involved via ICT. The group receiving the best evaluation shall be sent to Siberia.
(For a short period, at the partner university).
International Marketing: Cateora Ph. R. Graham J.L., International Marketing, 16th edition, McGraw Hill, Boston, 2013.
To this the notes from the lectures should be added.
Additional readings shall be indicated or handed out during the course.
Evaluation of learning
50% of the final mark will be from the result of the written exam at the end of the course and 50% from the evaluation of activity during classes and of the TMC work.
Passing the written exam is essential for passing the whole exam.
The written exam: answer three out of four questions on quite general topics, with approximately thirty minutes to answer each question. Only the students who pass the written exam - by answering correctly to all the three selected questions - may ask for a supplementary oral exam.
Please note that the course is a module of International Business Management and it will be registered as whole only when the two modules are passed. You will have to enroll in Esse3 to the final registration procedure.