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INTERNATIONAL MARKETING
An Introduction to the Course
Prof. Carolina Guerini [email protected]
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INTERNATIONAL MARKETING
23 september – 30 november
Final version of the syllabus on the web (there where you find the Presentations)
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Contents
• Course Instructors• Course Purpose and Methodology• Course Contents• Course Etiquette (LIUC Etiquette)• Exchange students• Textbook• Course Evaluation• The project
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The ProfsCarolina Guerini is Associate Professor in Marketing at LIUC University.
• She is Responsible of the degree in Marketing and she teaches Marketing, Innovation & Product Development, Digital Marketing and International Marketing.
• She is also Core Faculty Member at SDA Bocconi (the Business School of Bocconi University- Milan) and owner of the BtoB Marketing Course (Bocconi University Master in Marketing and Communication).
David Jarach, SDA Professor of Marketing, has been lecturing at both the executive division and MBA Division for the last twenty years.
His expertise include strategic and international marketing, service management and pricing policy. He is the author of books and managerial articles focused on aviation management topics.
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Lab Instructor
• Eleonora Cattaneo is currently Professor of Digital Marketing at LIUC.
She is also Core Faculty Member at SDA Bocconi (the Business School of Bocconi University- Milan) .
2 different Labs
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International Marketing Course Purpose and Methodology
• The purpose of this course is to provide both theory and practical applications of International Marketing
• It will offer research insights from around the globe and show how corporate practices are adjusting to marketplace realities
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International Marketing Course Contents
• International marketing: what is it?
• Firms Expansion Processes: Market selection & CPA Country Portfolios;
• Different entry-modes (export, contractual agreements, foreign direct investments) and how they affect the possibility of being in relation with customers and clients
• Products, services: global or local?
• Pricing issues
• Communication strategies and policies
• Marketing plans for consumer products in foreign countries and globally
• BtoC-, BtoB products and services
• Different Regions (industrialized, emerging, …)
• Future developments in international marketing.
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Labs: 2 different LABS ([email protected])
LAB 1- Business game• Each session will last 3 hours and require active involvement and an output from all participants. Total
hours: 16.
• The quality of the students’ participation will be evaluated by the Instructor and will account for 1-2 extra points.
• 30 students
LAB 1: starts October, 6th
LAB 2 –• A special Lab about Fashion & Footwear industries has been organized (strictly) for
those students that will attend the Made in Italy Focus. • The participation to the Lab is compulsory for those students.
The Labs’ syllabus are both posted on the website.
LAB 2: starts September , 30th
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Labs: 2 different LABS ([email protected])
LAB 1- Business gameLAB 1: starts October, 6th
LAB 2 – Fashion & Footwear industries
Pls. download the syllabus and make sure to be present
Made in Italy students: pls. e-mail Prof Cattaneo to confirm your interest
by Monday 28/9
Exchange students: if interested, pls. e-mail Prof Cattaneo to confirm your interest by Monday 28/9
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The Guest- speakers in our Lectures
In collaboration with Centromarca (http://www.centromarca.it/):
• L’Oreal – Company Presentation – Business Game
• Barilla (G. Morici)
• Alitalia
• Artsana
In collaboration with:
• Superbrands
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LIUC’s etiquette
1. Arrive to class on time; do not leave early without prior explicit instructor’s approval.
2. Keep your mobiles off; do not chat with your classmates.
3. Do not wander in and out of the classroom .4. Hand in assignments on time if requested.
No late submissions are allowed.
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Exchange students
• The list of attending students has been published by Cristina Colombo, International Relation Office, [email protected]
• Pls. Confirm us by e-mail the intention to attend the course (90% of the lectures required) to [email protected]
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The textbook
• Czinkota M., Ronkainen I., Gilbert Zvobgo,
International Marketing,
Published by Cengage Learning EMEA, ©2013
Or :
W. J. Keegan, M.C. Green, Global Marketing, 2014
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Course Evaluation (1) (with the exeption of Made in Italy Students)
• For students attending classes, the final grade is based on:
- a final written exam: november 30th,2015.
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Course Evaluation for Made in Italy Students
- Lab: Fashion & Footwear (2)
• For students attending classes, the final grade is based on:
- the final written exam will count for 25 points;
- Laboratory: 0-5 points (Prof. Cattaneo).
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How to avoid the written exam……Company Projects
• Group work for Datwyler
• Topic: e-commerce
• Presentation will be scheduled next week, after a lecture.
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