Principles of international marketing [Cognomi A-L] (2016/2017)

Course code
4S02443
Name of lecturer
Vania Vigolo
Coordinator
Vania Vigolo
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Location
VERONA
Period
II SEMESTRE dal Feb 27, 2017 al Jun 10, 2017.

Lesson timetable

II SEMESTRE
Day Time Type Place Note
Tuesday 1:30 PM - 3:10 PM lesson Lecture Hall T.3  
Thursday 1:30 PM - 3:10 PM lesson Lecture Hall 2.4  
Friday 11:50 AM - 1:30 PM lesson Lecture Hall T.3  

Learning outcomes

The course aims to provide students with general marketing principles and practices by paying specific attention to international marketing.

Syllabus

The marketing concept
Strategic marketing
Consumer behaviour
Marketing research
The marketing mix: product, price, place, promotion

REFERENCES
Kerin, Hartley, Rudelius, Pellegrini, Marketing, McGraw-Hill, Milano, 2014, 3° edition.

Attending students:
- Chapters 1, 3 (including "appendice A"), 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15 (excluding "appendice B"), 19, 20, 22.
- notes from lectures
- slides
- seminar lectures by industry experts.

Non attending students:
- Chapters 1, 3 (including "appendice A"), 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15 (excluding "appendice B"), 16, 19, 20, 21, 22.

Reference books
Author Title Publisher Year ISBN Note
Kerin R.A., Hartley S.W., Pellegrini L., Massara F. e Corsaro D. Marketing (Edizione 4) McGraw-Hill 2020 9788838668319 Per gli studenti frequentanti il programma d'esame verterà su: - libro di testo, nello specifico: Capitoli 1, 3 (inclusa appendice A), 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15 (esclusa appendice B), 19, 20, 22 - appunti delle lezioni - materiale di approfondimento messo a disposizione sulla pagina web del corso - interventi dei testimoni privilegiati. Gli studenti non frequentanti faranno riferimento esclusivamente al libro di testo. Oltre ai capitoli sopra indicati, il programma d'esame include anche i capitoli 4, 16 e 21.

Assessment methods and criteria

A written test will assess students' knowledge.
A supplementary oral examination is compulsory for those students who obtain a score higher than 28 in the written test, it is optional in all other cases.

STUDENT MODULE EVALUATION - 2016/2017