INTERNATIONAL MARKETING
MARKETING INTERNAZIONALE
International Marketing
Marketing Internazionale
| A.Y. | Credits |
|---|---|
| 2015/2016 | 8 |
| Lecturer | Office hours for students | |
|---|---|---|
| Barbara Francioni |
Assigned to the Degree Course
| Date | Time | Classroom / Location |
|---|
Learning Objectives
- The global objective of this course is to provide students with the necessary knowledge and tools to develop marketing strategies for a variety of markets in diverse cultural, political and economic situations.
Program
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Theories of international trade and Markets
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Distinguishing domestic from international marketing
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Different types of internationalization
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International marketing research
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International marketing planning
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International market selection process
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Entry mode selection process
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Different types of entry modes
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International segmentation and positioning
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International pricing policy
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International product policy
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International promotion and communication policy
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International distribution policy
Teaching Material
The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it
Teaching, Attendance, Course Books and Assessment
- Course books
Bursi, Tiziano & Galli, Tiziana (2012) Marketing Internazionale, McGraw-Hill, Milano, capp. 1,3,4,5,6,7,8,9,10,11
Musso (2013) Strategie e competitività internazionale delle piccole e medie imprese: un’analisi sul settore della meccanica, Cedam, Padova
It is also possible to prepare the exam through the following text:
Albaum, Gerald & Duerr, Edwin (2008) International Marketing and Export management, Sixth edition, Prentice Hall, Harlow, England.
| « back | Last update: 27/01/2016 |
