The course aims at providing the basics for understanding international marketing strategies both in B2C and B2B markets. During the lessons students will analyze and discuss how to manage an international business’s marketing function in the global marketplace in terms of market segmentation in foreign countries, international targeting and customer profiling, product strategies (standardization versus local customization), international price strategies, distribution options and communication strategies. The implication of brand management in international markets will also be analyzed. At the same time, the lab offers students the chance to share with companies that will be invited in class their experience in managing the marketing function in the international marketplace and discuss with managers the specific challenges facing marketing in different foreign countries. Student will be involved in drafting marketing plans, configuring the marketing mix and elaborating channel & communication strategies to support invited businesses in entering and exploiting new markets; students will also be assisted in writing international marketing plan based on selected case studies. Stage and thesis opportunities may arise
At the end of the course students have to prove they can manage both theoretical concepts and practical tools presented during the course, i.e. understanding marketing role and challenges in the global marketplace, segmenting the global market, configuring international marketing mix, writing marketing plans, understanding how to manage local and global brands in B2C and B2B international markets.