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. Analysis of cross-cultural influences on marketing strategies through case studies and testimonials.

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

Recommended for beginners:
MARKETING INTERNAZIONALE, Strategie, Principi e Applicazioni
Giappichelli editore 2022
authors: Alon, Jaffe, Luceri, Prange, Vianelli
ISBN 9 788892140684

Testo avanzato:
Market-driven Management
year: 2021
authors: J.J. LAMBIN, edited by E. Tesser
ISBN: 978-88-386-9935-1

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 (moodle)

presentation of group/individual work + final written exam based on topics presented and discussed in class (see ppt presentation) and material assigned for personal study.

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

Application Capacity, Knowledge and comprehension
Analysis of the value proposition. Analysis and comprehension of marketing strategy and identification of the variables for the adaptation of the product in different countries. Cross-cultural analysis through the Hofstede model. Comprehension of the innovation value concept and application of the “value curve” (Blue Ocean Strategy) to describe value innovations. Comprehension of segmentation, targeting and positioning.

Capacità di giudizio
Interpretare il funzionamento delle strategie di marketing e le relazioni con azioni di corporate social responsability. Saper identificare e costruire strategie di cause-related marketing. Riflettere sulle strategie di green marketing e sulla differenza tra green marketing e green washing.

Capacity of judgement
Interpretation of the functioning of marketing strategies and their relationships with Corporate Social Responsibility. Identification and development of cause-related marketing strategies. Judgement of green marketing strategies and the differences between green marketing and green washing.

written

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development