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International Marketing


International Marketing


Academic year 2020/2021

Course ID
Rebecca Pera (Lecturer)
3rd year
Teaching period
Second term
Course disciplinary sector (SSD)
SECS-P/08 - economia e gestione delle imprese
Formal authority
Type of examination
Type of learning unit

Sommario del corso


Course objectives

The business world has been facing over the last decades considerable development challenges as a result of a changing global economy, new emerging markets and globalization. Companies are called upon to act and to identify new markets, find solutions to emerging competition, match their products and services to consumers in different countries, and finally grow in an environment of global, yet local attitudes.

After a solid refresh of the key marketing concepts, attendants will gain exposure to the company challenge of setting up international production or sales operations and study related concepts such as:

  • Global competitive marketing strategies
  • Culture, management styles and business systems in emerging markets
  • How countries compete for globalization
  • Consumer behavior across cultures
  • Market entry and exit strategies
  • Standardization VS adaptation issues in international marketing
  • Global branding and international advertising
  • Negotiating with international customers, partners and regulators

Results of learning outcomes

Creativity and innovation: Upon completion of this course students will be able to develop winning international product strategies through creative and innovative market strategy design after a thorough analysis of the new, international market needs.

Team management:  Upon completion of the course, students will know how companies are reorganized and international teams managed in order to meet the requirements of international expansion.

Anticipation to Change: Students would have the ability to anticipate situations and discover new trends and business opportunities in the market.

Customer focus:  Upon completion of the course students will understand how culture and management differences influence business and customer requirements and be able to adjust a product offer to match these different needs to the company’s advantage.

Ethical Commitment: At the end of the course, students will become more of global citizens and will learn how to identify the economic and social impact of globalization and develop market strategies sensitive to wellbeing of the local citizens.

Strategic thinking:  At the end of the course students will be able to know which strategic marketing adjustments are necessary in order to effectively enter international markets and how market entry strategies should be conceived and managed. More concretely students will know: how to identify high potential markets, how to study international markets and how to compete in international markets.



Session 1 - Content:

  1. Introduction and basic concepts in Global Marketing
  2. Market segmentation and positioning strategies
  3. Case

Learning objective:  Introduction to global market strategies.

Session 2 - Content:

  1. Managing the product over time
  2. Strategic Planning in Marketing
  3. Case

Learning objective:  market selection criteria and mode of entry strategies.

Session 3 - Content:

  1. Product, product line and brand Decisions
  2. Pricing Decisions
  3. Case

Learning objective: Implementing decisions in heterogeneous markets

Session 4 - Content:

  1. Marketing Communications
  2. Distribution decisions
  3. Case

Learning objective: Appropriateness of different marketing communication and distribution strategies in different markets

Session 5

  2. Presentation and discussion of previous cases

Session 6

In this section we will host a Marketing Manager of an International Company. You will be also assigned a product launch project.

Learning objectives: From a company’s experience, we understand the factors that may lead to a disappointing performance, including size, location, pricing, cultural gap, localization, product positioning and product offerings.  To become aware of the importance of observing local culture and customs and the pros and cons of standardization versus localization, and standardization versus differentiation in the global expansion of a company.

Session 7

  1. Studying the environment
  2. Local and global communication
  3. Case

Learning objectives: decide which strategy to take in different environments; planning an adequate communication.

Session 8 - Content:

  1. Revenue Management and Pricing in international markets
  2. Cultural factors
  3. Case

Learning objectives: understand different pricing strategies and how different consumers react to these new strategies. Exploration of value pricing, fairness, price discrimination, brand equity, new product development, communications, and marketing strategy in a global setting.

Session 9 - Content:

  1. Maximize sales in International Markets
  2. Discussion and solution of previous case
  3. Learning by doing: the use of Excel for marketing decisions

Learning objectives: Implementing decision in practice, discussion on how to maximize revenues when dealing with different specific market.

Session 10

In this section we will host a researcher in the area consumer behavior.

Learning objectives: From an international perspective, we understand the factors that may lead companies to engage and retain customers depending on their country of origin.

Session 11 - Content:

  2. Presentation Final Project

Session 12

In this section we will host a Consultant of an International Company. You will be engaged in the discussion and you will have the opportunity to ask questions about the issues a consultant may face in the international competitive setting.

Learning objectives: From a real experience, we understand the determinants of a successful career in International Marketing Strategy.


Course delivery

42-hour class (6 CFU)



Learning assessment methods

Course candidates will be assessed on a continuous basis, with a strong focus on class participation. Class participation will be judged on quantity and quality of interventions in class.  Students will be provided numerous occasions of oral participation during each session.




A. Continuous assessment (exercises/case studies, discussions, participation)


B. Project and presentation


C. Written class tests


For the team assignments, the class will be divided in small teams of 3-5 students.


Suggested readings and bibliography

Palmatier, R.W., & Sridhar, S. (2017). Marketing strategy: Based on first principles and data analytics. Macmillan

Doole, I., & Lowe, R. (2012). International Marketing Strategy. London: Cengage Learning.



“Le modalità di svolgimento dell'attività didattica potranno subire variazioni in base alle limitazioni imposte dalla crisi sanitaria in corso. In ogni caso è assicurata la modalità a distanza per tutto l'anno accademico”


Class scheduleV

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