INTERNATIONAL MARKETING LAB

Degree course: 
Corso di Second cycle degree in GLOBAL ENTREPRENEURSHIP ECONOMICS AND MANAGEMENT
Academic year when starting the degree: 
2024/2025
Year: 
1
Academic year in which the course will be held: 
2024/2025
Course type: 
Compulsory subjects, characteristic of the class
Language: 
English
Credits: 
6
Period: 
First Semester
Standard lectures hours: 
40
Detail of lecture’s hours: 
Lesson (40 hours)
Requirements: 

The course doesn't require previous knowledge, however the attendance of the courses of International Business, Management and Marketing will provide students with a solid theoretical background to afford the practical experience proposed in the Lab

Final Examination: 
Orale

The student must take a 20 minutes oral presentation regarding the results of the project prepared during the Lab within each team. At the end presentation 10 minutes will be dedicated to the discussion of the main results and limits of the preseted project with the company involved in the Lab. For the final mark, will be taken into consideration: the outcome of the project considering the firm's goals, the effectiveness of the oral presentation, the ability of students to discuss both main results and limits of their project outcomes

Assessment: 
Voto Finale

The course aims at providing the basics for elaborating and applying international marketing strategies in B2C, B2B or B2B2C markets paying particular attention to innovation strategies. During the LAB students will be requested to develop international marketing strategies and market analysis according to business project and goals provided by companies invited to join the Lab. Attending students will work in teams and will be called upon to formulate competitive analysis, international market segmentation and to develop marketing and business strategies for entering or fostering the firms' presence in both national and international target markets in terms of: market segmentation, international targeting and foreign customer profiling, products/services strategies (standardization versus local customization), international price strategies, distribution options and communication strategies (global versus local options). The implication of the brand management or the creation of a brand strategy to support international marketing strategies will also be part of the tasks assigned to teams.The lab offers students the chance to share with the companies and institutions involved in the Lab a concrete experience in managing the marketing function in the international marketplace and elaborate real marketing analysis and business strategies to support the firm's growth in selected markets. Students will be requested to share and discuss with the assigned companies both the drafts and the final results and to defend the marketing choices proposed. Qualified stages and thesis opportunities may arise

The course is structured in laboratory form and offers the opportunity to develop a concrete marketing and strategy proposal starting from the projects assigned to students by the companies involved in the course. In developing the assigned projects, students will be coordinated by company managers and tutors with whom will discuss in the classroom the project goals, the project's drafts and share ideas for its development.
At the end of the course students will be requested to prove their ability to manage the managerial tools and skill provided during the course and will be required to presented and discussed with managers both firm’s competitors and drivers of customers’ demand, identifying business opportunities in selected foreign markets, proposing entry strategies and/or commercial strategies, presenting their internationalization proposal in order to meet firm’s goals.

The course aims at providing the basics for elaborating and applying international marketing strategies in B2C, B2B or B2B2C markets paying particular attention to innovation strategies. During the LAB students will be requested to develop international marketing strategies and market analysis according to business project and goals provided by companies invited to join the Lab. Attending students will work in teams and will be called upon to formulate competitive analysis, international market segmentation and to develop marketing and business strategies for entering or fostering the firms' presence in both national and international target markets in terms of: market segmentation, international targeting and foreign customer profiling, products/services strategies (standardization versus local customization), international price strategies, distribution options and communication strategies (global versus local options). The implication of the brand management or the creation of a brand strategy to support international marketing strategies will also be part of the tasks assigned to teams.The lab offers students the chance to share with the companies and institutions involved in the Lab a concrete experience in managing the marketing function in the international marketplace and elaborate real marketing analysis and business strategies to support the firm's growth in selected markets. Students will be requested to share and discuss with the assigned companies both the drafts and the final results and to defend the marketing choices proposed. Qualified stages and thesis opportunities may arise

Convenzionale

Frontale Lectures with the participation of managers of selected companies. The Lab aims to stimulate a continue interaction among both students involved in teams and students with managers. In this perspective, the attendance of the course is strongly recommended

Students are requested to contact for email appointment roberta.pezzetti@uinsubria.it