INTERNATIONAL MANAGEMENT LAB 2
The course aims at providing the basics for understanding international marketing both in B2C and B2B markets. During the lessons students will analyze and discuss how to manage an international business’s marketing function in the global marketplace in terms of market segmentation in foreign countries, international targeting and customer profiling, product strategies (standardization versus local customization), international price strategies, distribution options and communication strategies. The implication of brand management in international markets will also be analyzed. At the same time, the lab offers students the chance to share with companies that will be invited in class their experience in managing the marketing function in the international marketplace and discuss with managers the specific challenges facing marketing in different foreign countries. Student will be involved in drafting marketing plans, configuring the marketing mix and elaborating channel & communication strategies to support invited businesses in entering and exploiting new markets; students will also be assisted in writing international marketing plan based on selected case studies. Stage and thesis opportunities may arise
At the end of the course students have to prove they can manage both theoretical concepts and practical tools presented during the course, i.e. understanding marketing role and challenges in the global marketplace, segmenting the global market, configuring international marketing mix, writing marketing plans, understanding how to manage local and global brands in B2C and B2B international markets.
None but the previous attendance of the course of Marketing is recommended as it provides the theoretical basis and concepts for profitable lab frequency. The attendance of the Lab is highly suggested.
A) BASIC CONCEPTS
• The role of marketing in the international business: evolving trends and challenges
• Market segmentation in the global marketplace
o Differences between countries in the structure of market segments
o Global strategy development for segments that transcend national borders
• The implication for marketing strategies of national cultural differences, level of economic development and product/technical standards
• Price and distribution decisions
• Communication strategies and brand management in international markets
B) THE INTERNTATIONAL MARKETING LAB
Entrepreneurs will be invited in class to present their marketing strategies in the global market and to discuss with students the challenges in managing difference between countries; students will be involved in the definition of marketing mix strategies to support invited businesses in entering and exploiting new markets and will be assisted in writing international marketing plan based on selected case studies.
Mode of Delivery: Lectures, case studies presentation, discussions, seminars
The list of reference articles and reports to be prepared for the exam will be notified at the beginning of the course. Others recommended readings will be available on the e-learning platform.
Students attending class:
The final valuation is based on in-class interaction, working group and individual assignments.
Students who are not able to attend the class:
Please contact the Teacher at the beginning of the course for receiving tailor made work assignments.
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