INTERNATIONAL MARKETING
Academic year and teacher
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- Versione italiana
- Academic year
- 2018/2019
- Teacher
- FULVIO FORTEZZA
- Credits
- 7
- Curriculum
- Small and medium enterprises(SMEs) in international markets
- Didactic period
- Secondo Semestre
- SSD
- SECS-P/08
Training objectives
- The educational objectives of the course and, as a related aspect, its topics, will be profoundly different depending on whether the candidates are attending or non attending students.
ATTENDING STUDENTS
The course aims at giving students a wide and deep understanding of a vast number of relevant market and marketing trends.
Nowadays, the body of marketing studies is changing in depth, due to the new configuration of entire businesses and markets.
We can take into consideration, for example:
• the growing connections between the economies of different countries at an international level;
• the emerging countries taking a key role in political and economic arena at an international level;
• the strong impact that the Internet and the ICT have on a vast number of markets. Related to this, we can also discuss the radical reshaping of the global competitive arena, with the difficulties encountered by the traditional big players of mature businesses (e.g. automotive) and the fast rise of new digital global leaders, such as Google or Facebook;
• the growing power of consumers, in particular, due to the new web of interactions, that is Web 2.0;
• the emerging leading values and needs from the demand side, such as; sustainability, the search for authenticity, good value for money, co-creation, and, in more general terms, a new kind of happiness;
• the consequences of the global economic crisis;
• the “competitive overcrowding” which affects a lot of businesses;
• the fast growth of new web-based players involved in the sharing economy, such as Airbnb, Uber, BlaBlacar, and so on.
Marketing studies are strongly evolving, in order to support practitioners in the understanding of such a complex scenario, also giving them new specific tools.
All things considered, the Course will not take into consideration just the traditional international marketing matters (how to select an international market, how to act at an international level, and so forth), but aims at drawing a “big picture”, in order to explain why marketing can play a more and more relevant role in a vast number of businesses and contexts.
At the end of the course the student will be able to understand complex marketing matters and put into practice the most appropriate tools depending on the specific market context in which he/she will be acting.
NON ATTENDING STUDENTS
The Course aims to provide students with basic knowledge about the most important aspects and decisions in the internationalization process for any kind of company.
At the end of the Course the student will be able to make basic international marketing decisions. Prerequisites
- Students must have a basic body of knowledge about marketing and strategy. Capacity for critical thinking is also desirable.
Course programme
- ATTENDING STUDENTS
The Course will be based on two main parts:
1) a general part (26 hours of teaching), which will include 3 modules, as follows:
- marketing recap: the most important marketing principles and tools;
- marketing trends and scenario: the most important changes which are affecting a number of markets and businesses, taking into consideration a wide range of players, such as; customers, manufacturers, new digital players, retailers and other key-players in the international competitive arena;
- international marketing: the top issues of the marketing decision making at an international level, which are; how to select the best markets to enter, how to enter new markets, how to apply the marketing mix at an international level, how to manage intercultural issues.
2) a specialised part (30 hours of teaching), which will include several modules, each based on a theme.
They are the following:
- entrepreneurial marketing: how do marketing principles apply to small firms? In which ways does marketing differ in small firms and large ones?
- digital challenges and internet marketing: how and to what extent is the Internet reshaping the competitive arena? Why? What are the most interesting changes from the demand and the supply side? Is marketing on social networks a completely different kind of marketing?
- new marketing approaches: what is happening beyond traditional marketing? It’s all about relationships, experience, tribal, non conventional, co-creation.
- sharing economy and collaborative consumption: what does consumer-to-consumer mean? Why is this new perspective so interesting? Following the rise of the collaborative consumption, what are the main changes in the market? How do the new players of the sharing scenario act? What can be expected in the near future? How will companies operating in the traditional markets react to the new players?
- money, happiness and marketing: does money nowadays lead to happiness? How can consumption affect happiness? How can marketing, in turn, affect happiness, considering that people nowadays are in a never-ending search for something more and something more different?
- green marketing: what are the new green issues in the markets? What kind of company is involved in such a challenge? What are the most changing aspects of marketing in the new “green era”?
- place marketing: can marketing be applied to places? If so, in what ways? Which players take a role? And which role? What are the main areas of interest for place marketing?
- arts and culture marketing: can we apply marketing to a museum or a theatre? What are the advantages of doing so? Why does marketing nowadays become so relevant in this particular field? What kind of marketing approach is the most appropriate?
- non profit marketing: why should a non-profit organization be interested in marketing? What’s happening in the non-profit arena? What advantages can come from a marketing-oriented approach in the non-profit sector? What are the most interesting marketing tools for non-profit organizations?
NON ATTENDING STUDENTS
Part I DECIDING WHETHER TO INTERNATIONALIZE
•Global marketing in the ¿rm
•Initiation of internationalization
Part II DECIDING WHICH MARKETS TO ENTER
•Global marketing research
•The political and economic environment
•The sociocultural environment
•The international market selection process
Part III MARKET ENTRY STRATEGIES
•Some approaches to the choice of entry mode
•Export modes
•Intermediate entry modes
•Hierarchical modes
Part IV DESIGNING THE GLOBAL MARKETING PROGRAMME
•Product decisions
•Pricing decisions and terms of doing business
•Distribution decisions
•Communication decisions and promotion strategies Didactic methods
- There will be not only interactive lectures, but also co-created lessons with students. In fact, attending students will be called to action.
This way, they will have to play an active role in each teaching module, by making a presentation to the class based on selected literature provided by the professor.
These presentations will be set up and made by small groups of students, so as to foster teamwork.
Moreover, the Course will include inspiring business seminars by smart companies and practitioners.
The professor strongly suggests that students attend the Course only if they are motivated by a real interest and are looking for personal enrichment. Learning assessment procedures
- The course exam is devoted to testing the level of achievement of the previously indicated educational objectives.
Examination methods will be different for attending and non attending students.
It’s absolutely worth noting that the exam for non attending students is not more difficult than the one for attending students, but just a different kind of exam.
ATTENDING STUDENTS
They will follow the topics and highlights presented by the professor and will have the chance to capitalize on the activities they will take part in step by step during the Course. In fact, attending students will be given an evaluation every time they make and discuss a presentation related to the various topics that the professor will introduce during the lessons. Once the lessons are ended, attending students will complete their total assessment with a written dissertation on one or more of the topics covered during the Course.
Overall, to pass the exam the student must obtain a minimum score of 18 out of 31.
NON ATTENDING STUDENTS
Non attending students will have to pass a written exam which will be mostly made of closed-ended questions.
Overall, to pass the exam the student must obtain a minimum score of 18 out of 31. Reference texts
- ATTENDING STUDENTS
Attending students will prepare for the exam by studying teaching notes and literature provided by the professor.
NON ATTENDING STUDENTS
Non attending students will prepare for the exam by studying the parts of the following textbook: “Global Marketin – seventh edition” (2017), by S. Hollensen, Pearson, London.
Candidates will have to study the textbook thoroughly and with a thoughtful approach.
The specific parts of the text to be prepared are as follows:
PART I: Chapter 1, Chapter 2
PART II: Chapter 5, Chapter 6, Chapter 7, Chapter 8
PART III: Chapter 9, Chapter 10, Chapter 11, Chapter 12
PART IV: Chapter 14, Chapter 15, Chapter 16, Chapter 17
