Unit INTERNATIONAL MARKETING
- Course
- International economics and management
- Study-unit Code
- 20A00066
- Location
- PERUGIA
- Curriculum
- In all curricula
- Teacher
- Antonio Picciotti
- Teachers
-
- Antonio Picciotti
- Hours
- 63 ore - Antonio Picciotti
- CFU
- 9
- Course Regulation
- Coorte 2021
- Offered
- 2022/23
- Learning activities
- Affine/integrativa
- Area
- Attività formative affini o integrative
- Academic discipline
- SECS-P/08
- Type of study-unit
- Obbligatorio (Required)
- Type of learning activities
- Attività formativa monodisciplinare
- Language of instruction
- Italian
- Contents
- The course can be divided into three parts: Economic and managerial theories on Foreign Direct Investments; International Marketing (divided into three parts: analysis and evaluation of foreign markets; the entry modes into foreign markets; management of strategic and operational activities in international marketing); intercultural negotiation.
- Reference texts
- Part I Supplementary booklet available on UniStudium; Part II: Valdani, G. Bertoli, Marketing internazionale, Egea, 2018; Bursi, Galli G., Marketing internazionale, McGraw-Hill, 2012, (only chapter 10, “Strategie e politiche di distribuzione internazionale”); part III: Cateora P. R., Graham J., Marketing internazionale, Hoepli, 2008 (only chapter 10, “La negoziazione interculturale”). For Erasmus students: Cateora P. R., Gilly M. and Graham J., International Marketing, McGraw-Hill, 2011 (from chapter 11 to chapter 19)
- Educational objectives
- Teaching is one of the last covering the topics of marketing as part of degree courses and, for this reason, wants to offer specialized content, refer to the paths and decisions of business internationalization. In particular, the main knowledge that students will acquire are: knowledge about the role and the effects that the processes of globalization are generating on the activities of enterprises in international markets; knowledge about the ways in which companies can enter and oversee foreign markets; knowledge about decisions that companies take when they decide to carry on growth strategies abroad. The main skills that allow students to apply the knowledge acquired are: acquisition of appropriate methodologies to analyze and select foreign markets; definition and evaluation of the advantages and disadvantages associated with different entry modes into foreign markets, with the selection of those considered most appropriate to the characteristics and condition of firms; management of the marketing mix variables in international contexts.
- Prerequisites
- In order to understand topics of the course, students must have general notions of marketing, related to both the strategic planning process (segmentation and positioning) and the management of marketing mix variables (product, distribution, price and communication). Students should have already acquired these notions and this prerequisite is valid for both attending and non-attending students.
- Teaching methods
- The course is organized as follows: lectures that will cover all the issues and problems related to doing business in international markets, also with the description and discussion of experiences and case studies; seminar lectures with managers of companies operating in international markets to facilitate the understanding of the issues addressed during the course and to facilitate the future employability of students.
- Learning verification modality
- The exam is a written test on subjects covered during the course with the aim of ensuring the level of knowledge and understanding of the students. The test consists of a written exam with six open-ended questions, so as to address a large part of the topics discussed during the course and give the students the opportunity to show their preparation. The overall duration of the exam is one and a half hours. Examination test is thirty-five and each response is awarded a maximum of five points. Finally, the dates of the tests are defined in advance and can be consulted on the website of the Department of Economics at www.econ.unipg.it.
For Erasmus students, an English-language exam is provided. This exam covers same subjects discussed during the course and can be prepared on recommended books in English. - Extended program
- Introduction – The international development of enterpriseThe globalization of marketsThe international positiong of ItalyPart I – Theories on Foreign Direct InvestmentsEconomics theoriesThe neoclassical approachThe oligopolistic controlThe international life cycle of productThe internalization of marketsThe eclectic paradigmTechnological innovation and accumulationManagerial teorieThe incremental growthThe value chain and international strategies Part II – International marketingThe analysis of foreign markets Attractiveness of countriesAccessibility of countriesEntry mode strategies in foreign marketsExport activitiesForeign direct investmentAgreements for international collaborationInternational marketing strategiesPositioning offer in international marketsProduct strategiesPricing strategiesCommunication strategiesRetailing strategiesPart III – Thematic sessionThe intercultural negotiation.