The course aims to provide the basic knowledge relating to the internationalization processes of companies, analyzing their strategic logic and decision-making method. Particular attention is paid to the marketing tools available to companies and to the way in which these must be balanced to achieve a competitive advantage. The main aspects concerning the operational management of activities related to internationalization are also addressed.

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. Internationalization processes: theories and models

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

2.2. The theory of born globals

3. The strategic framework for international business

3.1. The international structure

3.2. The strategic orientation and the role of foreign units

3.3. Methods of managing the presence abroad

3.4. The organizational forms of international development

4. The development of the company's activities abroad

4.1. Internationalization objectives and strategies

4.2. Choice of number of countries

4.3. Selection of foreign markets

4.4. Choice of entry methods

5. International marketing tools

5.1. Analysis and planning of marketing actions

5.2. Product strategies

5.3. Pricing policies

5.4. Entry and distribution channels in foreign markets

5.5. Promotional activities

None.

• Knowledge and understanding: at the end of the course, students must have acquired the knowledge and understanding of the main dynamics that characterize the global economy and international trade - in particular with reference to international trade flows by sector and geographical areas, investment flows and the role that Italian companies play in the international scenario - and how these dynamics affect the strategic choices of companies. They must also have acquired the ability to analyze the management processes of foreign markets. They must also have acquired the basic knowledge of internationalization strategies and marketing strategies.

• Applied knowledge and understanding : students must be able to apply the acquired knowledge appropriately and flexibly to analyse, understand and solve situations and problems related to the management of internationalization strategies. They must also have applied knowledge in managing marketing mix planning internationally.

• Autonomy of judgment: students must have the ability to link the knowledge acquired during the course into integrated and unitary schemes and to deal with complex problems independently and with their own judgment.

• Communication skills  Students must acquire clear and effective communication skills, thanks to a good command of the vocabulary related to the topics covered during the course. The didactic work methods with which these results will be achieved will consist of: frontal lessons, testimonials, analysis and discussions of business cases, group work and in-depth seminars, production of papers.

• Learning skills : Students must have developed good learning skills, which allow them to deepen the knowledge acquired during the course by tackling subsequent study paths on the topics of business internationalization, and to acquire new knowledge, skills and abilities through professional experiences 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

The teaching material is made available on the Moodle platform ( blended.uniurb.it ).

Teaching

The course involves the use of different teaching methods:

• frontal lessons;

• testimonials from entrepreneurs;

• group work and drafting of papers on business cases;

• classroom discussions.

Innovative teaching methods

Learning by doing

Attendance

None.

Course books

• Musso F. (2021), Strategies for internationalization and development of foreign markets, Wolters Kluwer / CEDAM, Padua.

• Musso F., Francioni B. (2023), Marketing for foreign markets - 2ed, Egea, Milan, chapters 1, 5, 6, 7, 8, 9, 10.

• Lecture notes.

• Exercises carried out in the classroom and related material used (articles, case studies, project work)

Assessment

The assessment takes place through a written exam in the first appeal of the exam session following the conclusion of the lessons and oral exam in the subsequent appeals and sessions.

The written exam takes place through open and/or closed answers on the topics covered during the course. The time available for carrying out the test is one hour.

The oral exam consists of questions on the topics covered during the course. The average time available for each student to take the exam is about twenty minutes. For attending students who have carried out individual or group work on bibliographic material provided by the teacher or on analysis of company cases, the first question concerns a recall of the topic covered in the work. The other questions are chosen by the teacher. However, in the case of attending students who have not carried out individual or group work, all the questions are chosen by the teacher. The final evaluation depends on the student's ability to answer the questions in an articulated and in-depth way, in order to demonstrate: a) that he/she has acquired full command of the theoretical concepts and operational problems dealt with during the course; b) to be able to apply this knowledge for the purpose of understanding, critically evaluating and solving situations and problems relating to the application of the principles of management of internationalization processes; c) to be able to present one's arguments rigorously and in a limited time, using appropriate language and identifying the essential elements for the presentation.

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

None.

Course books

• Musso F. (2021), Strategies for internationalization and development of foreign markets, Wolters Kluwer / CEDAM, Padua.

• Musso F., Francioni B. (2023), Marketing for foreign markets - 2ed, Egea, Milan, chapters 1, 5, 6, 7, 8, 9, 12, 13 .

Assessment

The assessment takes place through a written exam in the first appeal of the session following the conclusion of the lessons and oral exam in the subsequent appeals and sessions.

The written exam takes place with open and/or closed answers on the topics concerning the course. The time available for carrying out the test is one hour.

The oral exam is consisting of questions on topics related to the course program. The average time available for each student to take the exam is about twenty minutes. All the questions asked to the student are chosen by the teacher. The final evaluation depends on the student's ability to answer the questions in an articulated and in-depth way, in order to demonstrate: a) that he/she has acquired full command of the theoretical concepts and operational problems covered by the course; b) to be able to apply this knowledge for the purpose of understanding, critically evaluating and solving situations and problems relating to the application of the principles of management of internationalization processes; c) to be able to present one's arguments rigorously and in a limited time, using appropriate language and identifying the essential elements for the presentation.

The oral exam consists of questions on topics related to the course program. The average time available for each student to take the exam is about twenty minutes. All the questions asked to the student are chosen by the teacher. The final evaluation depends on the student's ability to answer the questions in an articulated and in-depth way, in order to demonstrate: a) that he/she has acquired full command of the theoretical concepts and operational problems covered by the course; b) to be able to apply this knowledge for the purpose of understanding, critically evaluating and solving situations and problems relating to the application of the principles of management of internationalization processes; c) to be able to present one's arguments rigorously and in a limited time, using appropriate language and identifying the essential elements for the presentation.

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.