Portale di Ateneo - Unibs.it Portale di Ateneo - Unibs.it

The different challenges affecting global markets today require a marketer to think strategically and apply specific tools and techniques in order to face this increasingly competitive environment. After equipping the students with the knowledge necessary to understand global marketing environments, the course will support them in defining a global marketing strategy as in planning the suitable marketing mix policies in a global context.
To equip the students with the skills necessary to take advantage of the opportunities nowadays emerging on international markets, the course will ensure: an adequate coverage of small and medium enterprises as well as of multinational corporation, a focus on emerging markets and an increasing attention on social media, innovation and technology.

DETAILED PROGRAM

GLOBAL MARKETING ENVIRONMENTS
• Understanding Global Markets and Marketing: globalization, developing global marketing strategies, a global marketing management framework
• Assessing the Global Marketing Environment—The Global Economy and Technology: economic systems, market development and global geographics
• Evaluating Cultural and Social Environments: cultural diversity in the era of globalization, Hofestede’s six dimensions of national culture, global customers
• Analyzing Political and Legal Environments: legal issues for global marketing, trade regulations, political risk
• Integrating Global, Regional, and National Markets: free trade areas, custom unions, common markets

GLOBAL MARKETING FUNCTIONS AND STRATEGIES
• Conducting Global Marketing Research: the global market research process, analyzing the data, reporting the data
• Entering Global Markets: methods of entry to international markets, export modes, intermediate entry modes, dynamics of market entry
• International Market Planning: the Ansoff expansion model, motivation to internationalize, measures of internazionalization and competitiveness
• Segmenting, Targeting, and Positioning for Global Markets: macro-segmentation, prioritization, micro-segmentation, targeting, positioning

THE FOUR PS OF GLOBAL MARKETING
• Developing Global Products and Brands: standardization versus adaptation, country of origin, product strategies in international markets
• Setting Global Prices: factors influencing pricing decisions, cost versus market based approach, standardization versus adaptation of pricing policies, transfer pricing, terms and methods of payment
• Global Placement and Distribution Channels: factors influencing international distribution decisions, managing international distribution channels, types of channel intermediaries, internationalization of retailing
• Launching Global Communication and Advertising: global integrated marketing communications, globalized versus localized communication, global advertising strategy, adapted advertising

NEW TRENDS IN GLOBAL MARKETING
• Using Social Media for Global Marketing: social marketing networks, the growth of global social advertising, social media use in the BRIC countries