The course aims to provide basic knowledge about the internationalization of companies, analyzing criteria and methodologies of decision-making processes. Particular attention is paid to marketing tools and the way in which they should be used in order to the achieve a competitive advantage. The principal issues of the operational management of international activities are also analyzed.

1.The evolution of international trade

1.1. Trends and general scenario of international trade

1.2. Position of Italian companies in the global competitive context

1.3. The role of industrial districts 

2. The internationalization processes: theories and models

2.1. Business internationalisation models: the economic, gradualistic/behavioural, reticular perspectives

2.2. The theory of global born

3. The strategic framework for the international enterprise

3.1. The international structure 

3.2. The strategic orientation and role of the foreign units

3.3.  How to manage the presence abroad

3.4.  The organizational forms of international development

4. The development of overseas activities

4.1. Internationalisation objectives and strategies

4.2. Choice of number of countries

4.3. Selection of foreign markets

4.4. Choice of entry arrangements

5. International marketing tools

5.1. Analysis and planning of marketing actions

5.2. Product strategies

5.3. Price policies

5.4. Entry and distribution channels in foreign markets

5.5. Promotional activities

No bridging courses.

• Knowledge and understanding: at the end of the course students should have acquired knowledge and understanding of the main dynamics that characterize the global economy and international trade - particularly with reference to international trade flows by sector and geographical areas, investment flows and the role that Italian enterprises play on the international scene - and how these dynamics have an impact on the strategic choices of companies. They must also have acquired skills of analysis of the foreign market management processes. They must also have a basic knowledge of the internationalization strategies and marketing strategies.
• Knowledge and applied 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 internationalization strategies. They must also have knowledge applied in the management of planning the marketing mix at the international level.
• Making judgments: students must have the ability to connect integrated and unitary patterns the knowledge acquired during the course and to confront complex problems independently and with 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 internationalization, 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

No attendance.

Course books

• Musso F. (2021), Strategie di internazionalizzazione e sviluppo dei mercati esteri, Wolters Klu-wer / CEDAM, Padova.
• Musso F., Francioni B. (2019), Marketing per i mercati esteri, Egea, Milano, capitoli 1, 5, 6, 7, 8, 9, 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 based on a written test consisting of both onep-ended and cole-ended questions on the topics covered during the course.

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.

The average time for the examination is 1h and 30'.

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.

Course books

• Musso F. (2021), Strategie di internazionalizzazione e sviluppo dei mercati esteri, Wolters Kluwer / CEDAM, Padova.
• Musso F., Francioni B. (2019), Marketing per i mercati esteri, Egea, Milano, capitoli 1, 3, 4, 5, 6, 7, 8, 9, 10.
• Alon I., Jaffe E.D., Luceri B., Prange C., Vianelli D. (2022). Marketing internazionale. Strategie, principi e applicazioni, Giappichelli, Torino, capitoli 1, 2, 10.

Assessment

The assessment will be based on a written test consisting of both onep-ended and cole-ended questions on the topics covered during the course.

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.

The average time for the examination is 1h and 30'.

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.