INTERNATIONAL MARKETING TO CHINA

Within the management path of the degree program, marketing plays a key role in building professional opportunities for the students. The main objective of the course is to provide students with a broad introduction to international marketing concepts, and particularly to China, how these concepts fit into the overall strategy of the business and how they influence management and decision making.
Students will develop a practical understanding of the marketing management basics related to supply, along with concepts such as consumer and buyer behavior, segmentation, the product life cycle, and the other fundamental components of a marketing strategy.
After the basic concepts, the course focuses in particular on the Chinese market, analyzing the similarities and differences, cultural and structural, with respect to the European and Italian markets.
The course includes interactive student discussions and case studies.

1. Knowledge and understanding
● Knowing the correct marketing terminology.
● Knowing the different marketing tools used by companies and their interaction.
● Knowing the basics of the strategic marketing behavior of the companies in the international markets and China market.
2. Ability to apply knowledge and understanding
● Knowing how to recognize correctly which marketing tools and activities are involved in the various company-market relationship situations in China.
● Knowing how to make a simple analysis of the marketing problems that a company faces daily in a Chinese market context.
● Being able to recognize the key aspects of a marketing decision and its implementation.
● Being able to work in a team to solve complex problems.
3. Ability to judge
● To know how to formulate and to argue simple hypotheses of solution to marketing problems, also developing a critical approach to the evaluation of alternative hypotheses.
4. Communication skills
● Know how to use appropriate language in describing aspects of business marketing in Chinese environment.
● Know how to interact with peers, in a critical and respectful way, oriented towards problem solving.
5. Learning skills
● Knowing how to critically consult the reference texts and the bibliography contained in them.
● Knowing how to find, collect and select useful information from various sources for solving marketing problems

This course should be taken after having acquired the knowledge provided in the International Management for East Asia and Principles of International Accounting courses.

1 - The cross-cultural Approach
2 - Introduction to marketing and the marketing mix
3 - Consumer Behaviour, Intercultural Aspects
4 - Corporate Buyer Behaviour
5 - Product strategy, conditions of diversity between Europe and China
6 - Pricing strategy and the Chinese market
7 - Marketing distribution channels, importers and distributors, international sales force
8 - Integrated marketing communication strategy, intercultural aspects
9 - International marketing and global approach
10 - Uneducated markets
11 - Marketing strategies towards China, Chinese companies in Italy.

INTERNATIONAL MARKETING TO CHINA - Tiziano Vescovi Create - McGraw-Hill 2024, ISBN 979-82-190-0803-0, AVAILABLE IN CAFOSCARINA BOOKSHOP
MARKETING -Tiziano Vescovi Create - McGraw-Hill 2024, ISBN 978-13-079-7443-0, AVAILABLE IN CAFOSCARINA BOOKSHOP

Readings
PANNI STESI A PECHINO. Esploratori e pionieri nei nuovi mercati internazionali - Andrea Pontiggia, Tiziano Vescovi - Egea 2015: Chapters 1, 2, 3
CROSS-CULTURAL MARKETING. European perspectives. - Tiziano Vescovi - Edward Elgar 2022.
LA GLOBALIZZAZIONE DISATTESA. Le culture influenzano i mercati. - Tiziano Vescovi - Ronzani 2023.

1) The final (written) examination includes
a) a short business case, concerning the relationship between the European and Chinese markets (30% of the grade)
b) 4 short open questions (40% of the grade).
c) 30 multiple choice questions (30% of the grade)
The exam lasts 60 minutes and is conducted via the Moodle platform. Students must therefore bring their own laptop or tablet. Students without digital tools will receive a hard copy of the test on which they can answer in pen.

written

The duration of the examination is 60 minutes.
There are 4 open questions (40% of the grade), 30 multiple-choice questions (30% of the grade) and 1 short case study (30% of the grade) that will be assessed in the student's ability to apply what they have learned to a real situation.
Answer the questions at the end of the case study.
Each open question can be graded as follows:
0 marks = completely wrong - no answer
1 point = wrong
2 points = partly wrong
3 points = almost correct
4 marks = correct
5 points = well done
6 points = perfect

Il corso è erogato in formato Blended, per cui vi saranno lezioni in presenza, video e lezioni online.
Il corso si basa su lezioni e casi di studio.
Il corso include discussioni interattive tra studenti, casi studio, presentazioni da parte di responsabili aziendali di marketing.