Rome, Italy - Course Descriptions - International Marketing

Course Information

Contact Hours and Credits

Availability

Summary

The course will cover the forces at play in international marketing, and devote special attention to the issues which are likely to increase in importance in the next few years.

Full Description

Objectives

The momentous changes which have taken place at the world’s economic, political, cultural and social level during the last decade have dramatically changed the scenario of global business. These changes are forcing companies to re-think their strategies in order to maintain their competitive edge in an ever-changing global environment. Besides keeping an attentive eye on the forces at play, the course will devote special attention to the issues which are likely to increase in importance in the next few years, ie multilateral trade relations, the impact of technology, environmentalism and ethics.

Syllabus

• Introduction to the course.
• Introduction to International Marketing: scope and challenges.
• The forces at play.
• The cultural plane: history and geography.
• Demographic trends.
• Culture: definitions and origins.
• The impact of culture on management styles.
• The political environment.
• The international legal environment.
• Marketing research across countries.
• The challenge of emerging markets.
• Regional groups of consumers.
• Planning and organizing global marketing management.
• Products and services for individual consumers.
• Products and services for businesses.
• International marketing channels.
• Exporting and logistics.
• International advertising.
• Sales management.
• Pricing for international markets.
• Negotiating with international partners, customers and regulators.

Recommended Text(s)

P. R. Cateora & J. L. Graham, International Marketing, McGraw-Hill/Irwin, 12th ed., 2005.

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