Info
Foto sezione
Logo Bocconi

Course 2007-2008 a.y.

8264 - INTERNATIONAL MARKETING


MM-LS - OSI-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - CLEACC-LS - DES-LS - CLEMIT-LS - CLG-LS - M-LS
Department of Marketing

Course taught in English


Go to class group/s: 31

MM-LS (6 credits - II sem. - AI) - OSI-LS (6 credits - II sem. - AI) - AFC-LS (6 credits - II sem. - AI) - CLAPI-LS (6 credits - II sem. - AI) - CLEFIN-LS (6 credits - II sem. - AI) - CLELI-LS (6 credits - II sem. - AI) - CLEACC-LS (6 credits - II sem. - AI) - DES-LS (6 credits - II sem. - AI) - CLEMIT-LS (6 credits - II sem. - AI) - CLG-LS (6 credits - II sem. - AI) - M-LS (6 credits - II sem. - AI)
Course Director:
ENRICO VALDANI

Classes: 31 (II sem.)
Instructors:
Class 31: TO BE DEFINED


Course Objectives

A strategic approach to global business is closely related to a systematic approach in dealing with the opportunities and challenges of the different and distant markets present. This course provides the key tools required to develop and implement this approach as well as many opportunities to apply the concepts with cases and simulations.
At the end of the course students acquire: 

  • an understanding of the key issues relating to international marketing,
  • skills in formulating marketing strategies in an international context,
  • the tools to develop an international marketing plan,
  • awareness of emerging issues in international marketing management.

Course Content Summary
  • The global marketing environment
  • Potential market assessment
  • Market entry and consolidation strategies
  • Issues in international market segmentation and positioning
  • International product and brand management
  • Global pricing strategies
  • Global promotional strategies   
  • Emerging issues in international marketing

Detailed Description of Assessment Methods

Attending students

  • Written exam              50%
  • Group assignment      15%
  • Group Project              35%

Non-attending students

  • Written exam              80%
  • An individual assignment to be discussed with the Professor

 


Textbooks
  • M. CZINKOTA, I. RONKAINEN, International Marketing, Thomson, 2003, 7th ed.
Exam textbooks & Online Articles (check availability at the Library)
Last change 15/03/2007 20:51
 

In this section