This course aims at providing familiarity with issues and concepts related to company’s international marketing strategies. More specifically, the main aim is: 1. To teach students the application of marketing principles when engaging in foreign trade. 2. To make students more culturally aware of the world in which they live. 3. To learn how to address global/marketing situations through case analysis. 4. To analyze alternative entry strategies of companies willing to penetrate foreign markets 5. To develop a business plan for entering foreign markets By the end of the course, students will have to demonstrate: KNOWLEDGE AND UNDERSTANDING: This dimension of knowing and understanding international marketing involves the definition and use of international marketing terms, concepts and theories, and the explanation of international marketing processes as students analyze a global marketing context. By the conclusion of this class, students should: 1) Define and use international marketing terms, concepts and theories; 2) Describe global marketing strategies using examples; 3) Explain international marketing processes and strategies; 4) Determine which processes and strategies are relevant in a global business context. 5) Provide additional information and suggestions that demonstrates a depth of understanding of the main global marketing issues. APPLYING KNOWLEDGE AND UNDERSTANDING This dimension involves students using their knowledge to identify issues in a global marketing context, and analyze international marketing information and strategies to interpret trends, patterns and relationships. By the conclusion of this class, students should: 1) Select and organize international marketing information from primary and secondary sources. 2) Apply knowledge to identify issues in global marketing situations. 3) Analyze marketing information in a global context and international strategies, and interpret trends, patterns and relationships. 4) Analyze relationships between different factors in a global competitive environment and make meaning of the effects of these on companies’ global marketing strategies. MAKING JUDGEMENTS: This dimension involves students evaluating the effectiveness of international marketing strategies to formulate and communicate recommendations. When students evaluate international marketing strategies, they make judgments about the strategies employed by existing businesses or competitors. When students justify recommendations, they use evidence to support these. Evidence may be drawn from the analysis, interpretation or evaluation of business information and international marketing strategies. COMMUNICATION SKILLS: By the conclusion of this class, students should communicate using language conventions to convey meaning to audiences for a particular purpose. Language conventions include spelling, punctuation, grammar, timing, and referencing conventions. The purpose of the X-Culture project is also to verify the student's ability to communicate effectively and with technical language properties the concepts learned during the course. These skills will be evaluated also in the written test. LEARNING SKILLS: By the end of the course, a student must demonstrate that he/she can apply the minimum knowledge and understanding described in this syllabus.

Students should know the basic concept of management.

1. Understanding Global Markets and Marketing: the global marketing plan. 2. Evaluating Cultural and Social Environments. 3. Entering Global Markets: export strategies, intermediate modes and direct investments. 4. International Market Planning. 5. Segmenting, Targeting, and Positioning for Global Markets. 6. Developing Global Products and Brands. 7. Setting Global Prices. 8. Global Placement and Distribution Channels. 9. Launching Global Communication and Advertising.

Slides: slides can be found in Teams. Attending students can prepare the exam only from the slides. Textbook: Global Marketing Strategy, Practice, and Cases, 3rd Edition By Ilan Alon, Eugene Jaffe, Christiane Prange, Donata Vianelli © 2021 – Routledge

1. Understanding Global Markets and Marketing: the global marketing plan. 2. Evaluating Cultural and Social Environments. 3. Entering Global Markets: export strategies, intermediate modes and direct investments. 4. International Market Planning. 5. Segmenting, Targeting, and Positioning for Global Markets. 6. Developing Global Products and Brands. 7. Setting Global Prices. 8. Global Placement and Distribution Channels. 9. Launching Global Communication and Advertising. 10. Defining Ethics and Corporate Social Responsibility in the International Market.

Frontal lessons supported by PowerPoint slides will be used with the aim of developing an interactive relationship with the students. During the course, a lot of examples will be used in order to get a better understanding of internationalization strategies and apply the managerial tools used for the evaluation of international marketing decisions. Innovative teaching methods that support problem-solving and learning by doing will be introduced. Students will have the opportunity to develop a business plan for a real company by participating in the X-Culture project (http://x-culture.org/). Every semester, thousands of students and professionals from over 40 countries take part in the X-Culture competition. For two months, they work together in a multicultural team composed of students from different countries on business projects presented by some corporate partners. They compete, collaborate, learn the challenges and best practices of international business consulting.

The teaching materials provided by the teacher and downloadable will be available in Teams. All the lessons will be recorded.

There are two alternatives: 1) Participation to the X-Culture project (only for attending students), consisting in the development of a business plan in international markets (max 15 points) + written exam (max 18 points: the students can answer to 6 questions out of 10). The written exam is positive only if you get a minimum of 10 points. 2) Written exam (max 30 points - 10 questions) 3) For ERASMUS students: Development of a case analysis of a company operating in international markets (max 30 points).

Goal 4: Quality of Education Goal 9: Industry, Innovation & Infrastructure Goal 12: Responsible consumption and production