The course aims to guide students toward a path of analysis and study of the processes of business communication in international environment. Particular attention will be given to understanding the problems of intercultural marketing communication, fundamental prerequisite to develop competitive strategies in the current globalized economic systems. 

1.  Strategy and communication for the international development of the business;

2.  The development of interorganizational networks for the management of communication activities;

3.  The integration of the international communication processes;

4.  The cultural variable in the International marketing;

5.  The integration of local consumption in a global marketing environment;

6.  Marketing decisions for the intercultural environment;

7.  Intercultural marketing communications.

After completing the course, students must have adequate general and operational knowledge about the processes of international communication and intercultural business, knowing apply with independent judgment the knowledge acquired and to understand and solve problems related to the international economic contexts. They must also be able to communicate individual ideas and them emerged in working groups.

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

Lectures and involvement of the students individually or in groups for the realization of written essays and presentations on specific issues.

Attendance

To be considered attending, students must frequent 80% of lectures.

Course books

Angelo di Gregorio, "La comunicazione internazionale di marketing", Isedi, 2003 (capp. 1, 3, 4); 

Jean Claude Usunier, Julie Anne Lee, "Marketing across cultures", sixth edition, Pearson, 2013

Assessment

Oral or written examination and ongoing evaluation of the work in the classroom.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

Angelo di Gregorio, "La comunicazione internazionale di marketing", Isedi, 2003 (capp. 1, 3, 4); 

Jean Claude Usunier, Julie Anne Lee, "Marketing across cultures", sixth edition, Pearson, 2013;

Geert Hofstede, Gert Jan Hofstede, Michael Minkov,  Anna Paola Simonetti, "Culture e organizzazioni. Valori e strategie per operare efficacemente in contesti internazionali", Franco Angeli, 2014 (Capitolo 9)

Assessment

Oral or written examination

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.