This Course has three main objectives: to provide students with basic conceptual tools to understand firms’ behaviour in international markets; to allow the students to use tools and methodologies discussed in class while examining international firms’ strategies and organization; to support the students in improving their communication skills.

The Course addresses the mode of entry in international markets, the operational side of international marketing activities and the international organization of marketing units. Within the course special emphasis is placed on firms’ variety in terms of sectors (traditional and innovative sectors), size (small, medium and large firms) and location (industrial district firms, advanced countries, emerging markets such as China, India).

- Country/market analysis
- International strategies and modes of entry
- International marketing policies: product choice, pricing policies, promotion and advertising, distribution strategy.

- Basic knowledge of international marketing strategies
- Applied knowledge of international marketing mix management
- Ability to assess international marketing processes
- Improvement of communication skills
- Improvement of skills in the management of knowledge and information sources

Modalità didattiche

The course, to be held at Fano-Ateneo, will consist in lectures and class discussions in Italian. Students have the possibility to develop and present (in class) case-studies in English to be agreed upon with the instructor. Arrangements could be made with the course instructor for meetings to assist English speaking students in the preparation of the exam.

Testi di studio

Czinkota M., Ronkainen I., International Marketing, Harcourt College Publishers, 2002 (selected chapters to be agreed upon with the course instructor).

Modalità di
accertamento

Oral examination (either in Italian or in English); to be agreed upon with the teacher before the exam date.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.