The course aims to provide advanced knowledge of international marketing, depening  the study of issues related to the selection of foreign markets, the entry mode choice and the selection of distribution channels. Criteria for a strategic approach to international business planning are also analyzed, with particular reference to the link between marketing and control in order to a correct setting of the single foreign country budget.

• Theoretical models for business international development
• The choice of the number of foreign markets
• The market selection
• The entry mode choice
• Comunication and promotion tools for the development of foreign markets
• Country focused budgeting

• Knowledge and understanding: at the end of the course students should have acquired the understanding of the processes for the management of foreign markets and must also have acquired advanced knowledge of methodologies related to the strategic choices at the international level. They must also have acquired in-depth knowledge of the use of the tools of the marketing mix at the international level.
• Applied knowledge and understanding: Students must be able to appropriately and flexibly apply their knowledge to analyze, understand and resolve situations and problems related to the management of market relations in the various countries. They must also possess knowledge applied in the planning and management of the marketing mix at the international level.
• Making judgments: students must have the ability to connect integrated and unitary knowledge patterns acquired during the course and to confront complex problems independently and with their its own judgment.
• Communication skills: Students should acquire a clear and effective communication skills, thanks to a good control of the vocabulary related to the topics covered during the course. The methods of educational work in which these results will be achieved will consist of: lectures, testimonies, analysis and business case discussions, group work and seminars, project works.
• Learning skills: Students must have developed good learning skills that enable them to deepen the knowledge acquired during the course in future courses on international marketing and to acquire new knowledge, skills and abilities through work experience and working.

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 materials and specific disclosure of the teacher is available, along with other support activities, within the Moodle platform (blended.uniurb.it) 

Teaching

• Lectures;
• testimonies by entrepreneurs;
• group works and drafting of papers on case studies;
• classroom discussions.

Attendance

Mandatory for attending students, not mandatory for non-attending students

Course books

• Musso F., Francioni B. (2019), Marketing per i mercati esteri, Egea, Milano, capp. 5, 6, 7, 8, 9, 10, 11,  13.
• Musso F. (2021), Strategie di internazionalizzazione e sviluppo dei mercati esteri, Wolters Kluwer / CEDAM, Padova, capp. 2, 4.
• Alon I., Jaffe e:, Luceri B., Prange C., Vianelli D. (2022), Marketing internazionale, capp. 2, 10. 
• Lecture notes.
• Exercises in classroom and related material (articles, case studies, project works).
• Handouts and other teaching materials that will be distributed during the lessons and will be made available on the Moodle platform (blended.uniurb.it)

Assessment

The assessment will be an interview consisting of questions on the topics covered during the course. The average time for the examination of each student takes about twenty minutes. For attending students who have carried out individual or group work on materials provided by the teacher or analysis of business cases, the first question concerns a reminder of the topic as part of the work. The other questions will be chosen by the teacher. For attending students who have not done individual or group work all the questions will be chosen by the teacher. The final evaluation depends on the student's ability to answer questions articulately and in-depth, in order to demonstrate: a) that he/she has acquired full mastery of the theoretical and operational concepts covered during the course; b) be able to apply this knowledge for understanding, critical evaluation and solution of situations and problems related to the application of the management principles of the internationalization process; c) to be able to present their arguments in a strict and limited in time, using appropriate language and identifying the essential elements for the discussion.

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.

Attendance

No

Course books

Textbooks for non-attending students:

• Musso F., Francioni B. (2019), Marketing per i mercati esteri, Egea, Milano.
• Musso F. (2021), Strategie di internazionalizzazione e sviluppo dei mercati esteri, Wolters Kluwer / CEDAM, Padova, capp. 1, 2, 4, 6, Conclusioni.
• Alon I., Jaffe e:, Luceri B., Prange C., Vianelli D. (2022), Marketing internazionale, capp. 2, 10. 

Assessment

The assessment will be an interview consisting of questions on the topics covered during the course. The average time for the examination of each student takes about twenty minutes. All the questions will be chosen by the teacher. The final evaluation depends on the student's ability to answer questions articulately and in-depth, in order to demonstrate: a) that he/she has acquired full mastery of the theoretical and operational concepts covered during the course; b) be able to apply this knowledge for understanding, critical evaluation and solution of situations and problems related to the application of the management principles of the internationalization process; c) to be able to present their arguments in a strict and limited in time, using appropriate language and identifying the essential elements for the discussion.

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.