Rome, Italy - Course Descriptions - Marketing

Course Information

Contact Hours and Credits

Availability

Full Description

Objectives

International Marketing is the study of foreign markets and international clients or customers. As such, it focuses on those elements of such markets which are critical to the successful performance of the firm. In doing careful studies of international markets, the domestic firm can best understand how to satisfy the needs of such buyers. Sound international marketing policies and strategies can direct the firm's activities towards paths which will permit the company to realise handsome profits from overseas markets.

Syllabus

• Marketing Management
• Marketing Strategy and Planning
• Winning through better idea generation
• Winning through skillful pricing
• Winning through superior information
• Marketing Plan Control and Performance Management
• International Marketing
• Sales Management
• Major issues in motivating and controlling the sales force
• Price and volume variance and the major issues in setting, changing and controlling prices
• Alternative ways of organising the marketing function and especially of integrating marketing management with the sales function

Recommended Text(s)

Kotler, P MARKETING MANAGEMENT, (Millenium Edition) Prentice Hall - ISBN0-13-015684-1
Students will also be given a series of handouts and powerpoint slides.
BusinessWeek - Harvard Business Review

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