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.

- 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

- 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.

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

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.

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

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.

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.