Principles of international marketing [Cognomi M-Z] (2017/2018)

Course code
4S02443
Name of lecturer
Lucia Nazzaro
Coordinator
Lucia Nazzaro
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Location
VERONA
Period
Semester 2 dal Feb 26, 2018 al Jun 9, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims to provide students with cultural differences between different enterprises and consumers all over the world and also to provide them with principles of marketing, by paying specific attention to international marketing.

Syllabus

MARKETING PROCESS
- Marketing and its evolution
- Marketing and international businesses
- Marketing planning
- Environment of marketing
- Marketing between ethics and CSR

Understanding consumers and markets in marketing perspective
- Consumer behavior
- Industrial markets and behavior's businesses
- Reserach of marketing
- Segmentation and positioning
- Global market

MEETING OPPORTUNITIES OF MARKETING
- Development of new products
- Services in terms of marketing
- Price
- Marketing channels
- Integrated communication
- Advertising and public relations
- Sales management
- Online marketing

Reference books
Author Title Publisher Year ISBN Note
Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319

Assessment methods and criteria

Written and oral examination.

STUDENT MODULE EVALUATION - 2017/2018