INTERNATIONAL MARKETING

Markets change and this means knowing how to analyze changes and adapt marketing to new scenarios with new strategies. The course aims to provide a basic knowledge of marketing both theoretical and applicative, with particular attention to international contexts. The main contents include strategic innovation, consumer behavior, marketing mix and its evolution, marketing strategies, the impact of digital technologies, segmentation and targeting of demand, positioning and differentiation of supply.

Knowledge of marketing tools and their application in international scenarios.

Course of the first year: Economia Aziendale

1. Introduction to marketing
2. The concept of innovation
3. The consumer : patterns of decisions and choices
4. Management of the product's system
5. Price management
6. Communication strategies in international markets
7. Distribution strategies
8. Marketing Strategies to sustain globalization and innovation

Marketing per manager. Modelli, apllicazioni e casi sul marketing «fatto in Italia»
year: 2018
authors:
Philip Kotler - Kevin L. Keller - Fabio Ancarani - Michele Costabile
ISBN

The text is an essential guide to the discipline of marketing, its theories, methodologies, techniques and tools. The synthetic cut makes it particularly suitable for all those who wish to acquire the theoretical foundations and basic operational tools of marketing. For managers, and therefore for executives, managers and aspirants, whether they are enrolled in training courses or engaged in individual programs of study and updating, or even driven to know the essence of the central organizational function for anyone operating in a market economy

The instructor will make course's material (cases, texts , articles) available on the web page

presentation of group work and final written exam

Instructor's front line presentations and case discussions with managers and experts

written and oral

This subject deals with topics related to the macro-area "Human capital, health, education" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development