The course's primary objective is to deepen and understand the intercultural theme in marketing studies, particularly in the processes of value analysis, design, communication, transfer, and control. From a more operational perspective, the course aims to provide students with fundamental knowledge regarding the use of intercultural marketing within business processes, intercultural consumer behaviour, and how to conduct intercultural marketing research.
The study of business cases and group work enriches the course. Topics related to using specific methodologies for intercultural marketing research, such as netnography, will be addressed as a focus.

Internationalization strategies

Strategic planning for commercial internationalization - the intercultural marketing plan

Macro environment analysis

Micro environment analysis: focus on consumers and competition

Intercultural marketing research

Market selection and psychic distance

Segmentation and positioning in domestic and international contexts

Distribution policy, distribution formats, and intercultural marketing

Cross-cultural product policy

Cultural context and price perception

Cross-cultural communication policy

No bridging courses

- Knowledge and understanding: students should acquire a general knowledge of the basic concepts and methodologies of intercultural marketing. Specifically, they should understand the needs of companies in an intercultural context and propose appropriate solutions to improve business performance.
- Applying knowledge and understanding: students should be able to apply intercultural themes when preparing and conducting intercultural marketing research. The development of analytical skills and competencies will be facilitated through classroom discussions of business examples, group work, and in-depth seminars.
- Making Judgments: students should be able to independently evaluate the most appropriate approach to adopt in various practical contexts and assess the strengths and weaknesses of potential market strategies. The teaching methods to achieve these results will primarily include discussing business cases, group work, producing short reports, and interacting with business representatives invited to share their experiences in class.
- Communication skills: students should understand the terminology related to the topics covered during the course to discuss intercultural marketing issues effectively using appropriate language. They should be able to communicate clearly and effectively with potential interlocutors (managers, academics, experts, etc.). This skill will be fostered through classroom discussions with the instructor and business representatives on various intercultural marketing topics.
- Learning skills: students should develop autonomous solid learning skills that allow them to: 1) deepen their understanding of conceptual tools and operational capabilities suitable for addressing the multiple decisions in intercultural marketing within companies and the related models for evaluating results achieved; 2) undertake further individual training/updating paths; 3) read and understand essential texts and specialized articles on intercultural marketing topics. This skill will be particularly encouraged through business testimonials and supplementary materials provided by the instructor on the blended learning platform.

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

As part of the course, meetings with scholars and industry professionals will be promoted to deepen into the latest theoretical and practical developments in intercultural marketing.

Teaching

The course includes the use of various teaching methods:

• lectures
• presentation of slides and videos
• guest testimonials
• group work
• classroom discussions

Innovative teaching methods

The in-person teaching mode will be enriched with:

• the use of Mentimeter to gather students' opinions on various course topics
• exercises and in-depth studies that students will carry out using the University's Moodle platform

Course books

Slides and notes from lectures, group work and writing assignments, classroom discussions, company testimonials, and in-depth seminars.

As supporting texts for the study, the following are recommended:

Fabio Musso, Barbara Francioni (2023) Marketing per i mercati esteri. Egea, Milano

Tiziano Vescovi (2022) Cross-Cultural Marketing: European Perspectives, Edward Elgar Publishing.

Assessment

The expected learning outcomes will be assessed through a written examination divided into two parts:

First part: 12 multiple-choice questions (each question is worth 2 points, for a total of 24 points). This part aims to evaluate the mastery of declarative knowledge and the ability to understand concepts and representations.

Second part: one open-ended question (worth up to 8 points). The evaluation criteria include the level of knowledge mastery, the completeness and contextualization of the answer within the general course program, and the adequacy of the explanation. Each criterion is assessed based on a grading scale with particular emphasis on the level of knowledge mastery, completeness, articulation of the responses, and adequacy of the explanation.

Students have 45 minutes to complete the exam, with a maximum possible score of 32 points, equivalent to a grade of 30 with honours. The exam is considered passed if a minimum score of 18 is achieved.

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

Fabio Musso, Barbara Francioni (2023) Marketing per i mercati esteri. Egea, Milano

Alternatively, students can prepare with the following English-language text:

Tiziano Vescovi (2022) Cross-Cultural Marketing: European Perspectives, Edward Elgar Publishing (Please notify the professor if you choose the English-language alternative).

Assessment

The expected learning outcomes will be assessed through a written examination divided into two parts:

First part: 12 multiple-choice questions (each question is worth 2 points, for a total of 24 points). This part aims to evaluate the mastery of declarative knowledge and the ability to understand concepts and representations.

Second part: one open-ended question (worth up to 8 points). The evaluation criteria include the level of knowledge mastery, the completeness and contextualization of the answer within the general course program, and the adequacy of the explanation. Each criterion is assessed based on a grading scale with particular emphasis on the level of knowledge mastery, completeness, articulation of the responses, and adequacy of the explanation.

Students have 45 minutes to complete the exam, with a maximum possible score of 32 points, equivalent to a grade of 30 with honours. The exam is considered passed if a minimum score of 18 is achieved.

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.

The teaching materials used during the lectures are reserved for attending students only. The course will be partially conducted in English. The exam and bibliography will also be partially in English.