Course 2012-2013 a.y.

20434 - MARKETING DECISIONS - INTERNATIONAL PRODUCT LAUNCH


IM

Department of Marketing

Course taught in English

Go to class group/s: 6 - 7
IM (6 credits - I sem. - OB  |  ING-IND/35)
Course Director:
ANDREA ORDANINI

Classes: 6 (I sem.) - 7 (I sem.)
Instructors:
Class 6: ANDREA ORDANINI, Class 7: ANDREA ORDANINI



Course Objectives

The course helps students to familiarize with marketing decision-making issues. Using the international launch of a new product as a guiding thread for whole the course, students learn how to apply marketing techniques and research tools to take appropriate decisions in an international strategic context.


Course Content Summary

  • Key factors in international marketing decision-making: culture, product, market
  • International product launch: main phases and decisional nodes
  • Key marketing techniques in product launch: observational research, surveys, experiments
  • Decisions in the idea-generation and product concept phases: how to identify latent needs and provide proper solutions at the international level
  • Decisions in the market choice and market test phases: how to evaluate potential of the new offering and define market roll-out
  • Decisions in the launch phases: pricing, promotion, and distribution

Detailed Description of Assessment Methods

Students will be evaluated according to the following scheme:

  • Class participation: attendance and meaningful interaction (max 3 points)
  • Launch tournament: inter-group evaluation (max 4 points)
  • Group assignment: instructor and manager joint evaluation (10 points)
  • Final exams: open-ended + multiple choice questions (max 16 points)

Textbooks

  • Material (slides, articles, etc.) supplied by the Instructors and uploaded on the Learning Space
Exam textbooks & Online Articles (check availability at the Library)
Last change 03/07/2012 11:54