INTERCULTURAL MARKETING
MARKETING INTERCULTURALE
| A.Y. | Credits |
|---|---|
| 2021/2022 | 8 |
| Lecturer | 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
| Date | Time | Classroom / Location |
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| Date | Time | Classroom / Location |
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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
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
Teaching, Attendance, Course Books and Assessment
- Assessment
A written test consisting of both open-ended and closed-ended questions. Open-ended questions are designed to determine the overall knowledge and understanding skills of the students about the marketing concepts and methods. Moreover, these questions aim at verifying the students' ability to present their arguments in strict and limited time, using appropriate language, and identifying the essential elements for the exhibition. The closed-ended questions are designed to ascertain the ability of the student to apply the theoretical marketing concepts to specific market situations. 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. The test will last 45 minutes.
- 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.
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 12 closed-ended questions (2 points for each question) and one open-ended question (8 points).
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.
The test will last 45 minutes.
- 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.
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