INTERNATIONAL MARKETING LAB
- Scheda dell'insegnamento
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The course aims at providing the basics for understanding and elaborating international marketing strategies to apply in B2C or/and B2B markets. During the course students will analyze and discuss with teams how to create and manage an international marketing strategies in order to enter or to develop the firm's presence in target foreign markets in terms of: market segmentation, international targeting and foreing customer profiling, product strategies (standardization versus local customization), international price strategies, distribution options and communication strategies (global versus local options). The implication of the brand management in international markets will also be analyzed. At the same time, the lab offers students the chance to share with the company involved in the Lab a concrete experience in managing the marketing function in the international marketplace and elaborate real marketing analys and strategies to support the firm's growth in selected foreign markets. Studets will be requested to draft marketing plans, configuring the marketing mix and elaborating channels and communication strategies according to the specific real goals of the invited company. Stages and thesis opportunities may arise from the Lab
The course doesn't require previuous knowledge but the attendance of the courses of "International Business" and "Marketing" will provide students with a more solid background to afford the practical experience of the Lab
The course is structured in the form of laboratory and offers the opportunity to develop within a tema a concrete marketing proposal to support and strenght the internationalization process of the invited company/start-up. Students will be coordinated by company managers with whom will discuss in the classroom the project goals, the project's drafts and share ideas for its development.
At the end of the course students have to prove they can manage all the tools presented and discussed with managers during the course, i.e. analyzing both firm’s competitors and drivers of customers’ demand, identifying business opportunities in selected foreign markets, proposing entry stragies and/or commercial strategies, presenting their internationalization proposal in order to meet firm’s goals.
Frontal lesson with the participation of managers of the selected company. The Lab aims to stimulate a continue interaction among both students within each team and students with managers, the preparation of assignments and the discussion of the different project's steps during the lessons. In this perspective, the attendance of the course is strongly recommanded
The student must take a 20 minutes oral presentation regarding the results of the project prepared during the Lab within each team. At the end presentation 10 minutes will be dedicated to the discussion of the main results and limits of the preseted project with the company involved in the Lab. For the final mark, will be taken into consideration: the outcome of the project considering the firm's goals, the effectiveness of the oral presentation, the ability of students to discuss both main results and limits of their project outcomes
The list of reference articles and reports useful for preparing the assigned projects will be notified during the Lab and will be available on the e-learning platform.
Office hours: at the end of each lesson or by email appointment
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