Strategic management applied to international markets (2017/2018)

Course code
Name of lecturer
Fabio Cassia
Fabio Cassia
Number of ECTS credits allocated
Academic sector
Language of instruction
Semester 1 dal Oct 2, 2017 al Jan 20, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims at providing a set of theoretical and practical tools to manage a firm’s internationalization process. At the end of the course, students will be able to analyze business opportunities in foreign markets and to design successful strategies and to make operational decisions to exploit such opportunities.


The international scenario and ongoing trends: 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

Sales management and sales network design:
-The relational selling approach
-Key Account Management
-Key decisions in sales management

International competition in business-to-business markets:
-Type of business-to-business markets
-Business-to-business branding strategies


-Lectures and analysis of practical case studies through guest lectures given by entrepreneurs and managers.
-Study materials are different for attending and not-attending students to allow each student to fully reach the teaching aims of the course.


For attending students:
-Slides posted on MyUnivr; 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.
-Sisti, Guenzi, Caiozzo (2015), “Gestire le vendite. L’eccellenza nel sales management”, Egea, chapters 2, 3, 4, 5 e 9.

For not attending students:
-Valdani, Bertoli (2014), “Marketing internazionale”, Egea: chapters 1, 5, 8, 9, 10 & 11.
-Sisti, Guenzi, Caiozzo (2015), “Gestire le vendite. L’eccellenza nel sales management”, Egea, capitoli 2, 3, 4, 5 e 9.
-“Strategie di branding nei mercati business-to-business”, paper that can be downloaded from MyUnivr.

Reference books
Author Title Publisher Year ISBN Note
Guenzi, Caiozzo, Sisti Gestire le vendite. L’eccellenza nel sales management. II Edizione Egea 2020 9788823837751 capitoli 2, 3, 4, 5 e 9
Bertoli, Valdani Marketing internazionale, Seconda Edizione. Egea 2018 978-88-238-2268-9 Programma "studenti frequentanti": paragrafi 5.1, 5.2, 5.3 e 5.4 e capitoli 8, 9, 10 e 11. Programma "studenti non frequentanti": capitoli 1, 5, 8, 9, 10 e 11
Docente - Studenti Slide delle lezioni pubblicate sulla pagina MyUnivr del corso; appunti delle lezioni e delle testimonianze 2020 Solo per programma "studenti frequentanti"
Docente Strategie di branding nei mercati business-to-business (Lettura scaricabile dalla pagina MyUnivr del corso) 2017 Solo per programma "studenti non frequentanti"

Assessment methods and criteria

The exam aims at evaluating both the level of knowledge acquired by the students and their ability to apply such knowledge to practical business situations.

The exam covers all the contents of the course and it is differentiated between attending and not attending students.

The exam consists of:
a) a written exam which includes five questions with a space of 10 lines for each answer;
b) an oral exam which is:
-compulsory for those students that have obtained a mark higher than or equal to 28/30 in the written test;
-optional for those students that have obtained a mark between 18/30 and 27/30 in the written test.

A mark between 0/30 and 6/30 is attributed to each of the answers to the 5 questions included in the written exam. The final mark of the written exam is obtained by summing the marks of the 5 answers. A mark higher than or equal to 18/30 is required to pass the written exam. The oral exam questions the mark obtained in the written exam and can lead to three different outcomes: confirmation, increase or decrease of the mark of the written exam.
The evaluation takes into consideration the following elements: level of knowledge, ability to apply knowledge, appropriate use of the technical language.