Strategic management applied to international markets (2014/2015)

Course code
Name of lecturer
Fabio Cassia
Fabio Cassia
Number of ECTS credits allocated
Academic sector
Language of instruction
I semestre dal Oct 1, 2014 al Jan 10, 2015.

Lesson timetable

I semestre
Day Time Type Place Note
Monday 11:30 AM - 1:00 PM lesson Lecture Hall T.7  
Thursday 11:30 AM - 1:00 PM lesson Lecture Hall T.7  
Friday 11:30 AM - 1:00 PM lesson Lecture Hall 2.5  

Learning outcomes

The course aims at providing a set of theoretical and practical tools to manage the firm’s internationalization process. Choices related to emerging market entry and to competition in business-to-business contexts will be particularly focused. Starting from the analysis of strategic decisions, some operational choices will be presented as well, including a focus on relational selling.


The international scenario: mature markets, emerging markets, globalization

Foreign market entry: analysis of opportunities and entry modes

Competitive advantages and positioning of the offering in foreign markets:
-Positioning of the offering
-Product strategy
-Pricing strategy
-Communication strategy and cross-cultural management

International competition in business-to-business markets:
-Business-to-business marketing tools
-Business-to-business branding strategies

Sales management as a tool to compete in foreign markets:
-The need for a relational selling approach
-Key Account Management and other key decisions in sales management

Textbooks and study materials

For attending students:
-Slides posted on the e-learning platform, lecture notes, business presentations’ notes.
-Valdani, Bertoli (2014), “Marketing internazionale”, Egea: paragraphs 5.1, 5.2, 5.3 e 5.4 and chapters 8, 9, 10 & 11.
-Ferrazzi, Tacconi (2012), “Me ne vado a est”, Infinito Edizioni.
-Guenzi (2002), “La vendita relazionale”, ETAS, capp. 1, 2, 3.

For not attending students:
-Valdani, Bertoli (2014), “Marketing internazionale”, Egea: chapters 1, 5 (only par. 5.1, 5.2, 5.3 & 5.4), 8, 9, 10 & 11.
-Guenzi (2002), “La vendita relazionale”, ETAS, capp. 1, 2, 3.
-Ferrazzi, Tacconi (2012), “Me ne vado a est”, Infinito Edizioni.
-Cassia F. (2009), “Business-to-business branding: continuità, discontinuità e problemi aperti” (article posted on the course web page).

Assessment methods and criteria

The exam consists of a written test to assess accurate knowledge, followed by an oral exam. The oral exam is compulsory only for those students that have obtained a particularly high mark in the written test, for all other students it is optional.

Teaching aids