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

Firms addressing to global markets must look for commonalities across markets and, at the same time, take into account the peculiarities of individual markets. In order to give to the students the instruments to approach global markets, the course examines the main factors that create international marketing complexity (culture, political and legal systems, economic systems, infrastructures) and gives directions about the way in which to define the marketing mix policies in a global context.

DETAILED PROGRAM

ESSENTIALS OF INTERNATIONAL MARKETING
• Introduction to International Marketing: the worldwide marketplace, types of global businesses, company orientation, the drivers of globalization, the factors that create international marketing complexity
• Country Selection: economic systems, economic development, global competition and national competitive advantage
• Entry strategies: exporting, licensing, franchising, joint ventures, strategic alliances, wholly owned subsidiary
• Global Trade and Integration: free trade, integration, integration in Europe, Americas, Asia, Africa and the Middle East, protectionism vs free trade
INTERNATIONAL MARKETS AND MARKET RESEARCH
• Markets and Segmentation in an International Context: culture and purchasing behavior, international consumer market segments, usage segmentation, international business-to-business, regional and national segmentation
• International Positioning: positioning statements and approaches, international product positioning challenges, international positioning methods
• Market Research in the International Environment: types of international market research, the international market research process, defining the problem, complete a cost/benefit analysis, develop a research design
INTERNATIONAL PRODUCT MARKETING
• International Product and Brand Marketing: international product mix management, international product quality standards, international brand management, building powerful international brands
• International Product Standardization and Adaptation: legal systems, international intellectual property, standardization, adaptation, combining standardization and adaptation
INTERNATIONAL PRICING AND FINANCE
• International Pricing: international pricing methods, international pricing discounts, price changes in international markets
• International Finance and Pricing Implications: the nature of currency exchange, the basics of international finance funding, international finance and international marketing
INTERNATIONAL PLACE OR DISTRIBUTION
• International Marketing Channel Management: international marketing channel decisions, selection of distribution channels, managing international distribution channels, cross-cultural negotiation, international marketing channels functions and structure
• International Distribution: exporting choices, export entry modes, pricing exports, exporting documentation, physical distribution, international retailing
INTERNATIONAL PROMOTION AND PERSONAL SELLING
• Globally Integrated Marketing Communications : international advertising management, standardization vs adaptation, message design
• International Sales Promotions and Public Relations: international sales promotions, international consumer promotions, international trade promotions, international public relations
• International Personal Selling and Sales Management: culture and international personal selling, international business-to-business selling, international sales force composition and management