Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


INTERCULTURAL MARKETING
MARKETING INTERCULTURALE

A.Y. Credits
2019/2020 8
Lecturer Email Office hours for students
Barbara Francioni by e-mail appointment
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Foreign languages and intercultural studies (LM-37)
Curriculum: COMUNICAZIONE INTERCULTURALE D'IMPRESA
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

The course aims to provide knowledge on the development of marketing strategies across different cultures. Particular attention is directed to the analysis of factors affecting behaviors, expectations, values of consumers or buyers in choosing and buying products in the international markets.

Program

- Purchases and consumption in an intercultural marketing perspective
- Different theoretical perspectives
- The consumer as an individual, as a decision-maker and as an element of the environment
- Intercultural marketing research
- Teamwork 1: cluster analysis and positioning
- Teamwork 2: netnography

Bridging Courses

International Communication

Learning Achievements (Dublin Descriptors)

- Knowledge and understanding: students should know the main theories and models and the basics of strategic marketing behavior of companies in international markets and culturally distant markets. 
- Applying knowledge and understanding: students should correctly recognize which marketing tools and activities can be adopted in various situations. Moreover, students should be able to understand the key aspects of a cross-cultural marketing decision and its implementation.
- Making Judgments: students should be able to formulate and argue hypotheses for solving cross-cultural marketing problems, also developing a critical approach to the evaluation of alternative hypotheses.
- Communication skills: students should be able to use the correct language in describing aspects of cross-cultural marketing.
- Learning skills: students should know how to critically consult the reference texts and the bibliography contained, and also how to carry out intercultural marketing research in order to solve intercultural marketing problems.

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

Didactics, Attendance, Course Books and Assessment

Assessment

A written test consisting of open questions.

The maximum score for the test is 32 points, equivalent to 30 cum laude. The test is passed if students get a minimum score of 18. 

Additional Information for Non-Attending Students

Course books

Guercini, S. (a cura di). 2010. Marketing e management interculturale. Il Mulino, Bologna

Luceri, B. 2013. Prospettive della ricerca di marketing. Business, scienza, spazi e vertigini. Egea, Milano

Assessment

A written test consisting of open questions.

The maximum score for the test is 32 points, equivalent to 30 cum laude. The test is passed if students get a minimum score of 18. 

« back Last update: 24/03/2020

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