Principles of international marketing [Cognomi M-Z] (2019/2020)

Course code
Name of lecturer
Fabio Cassia
Fabio Cassia
Number of ECTS credits allocated
Academic sector
Language of instruction
II semestre (Lingue e letterature straniere) dal Feb 17, 2020 al May 30, 2020.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims to familiarize students with the role of marketing in the relationship between firm and market, especially from an international perspective. Participants will acquire the principles of strategic and operational marketing as well as the tools to understand customer behavior in domestic and international markets. Through the analysis of case studies, students will also develop the ability to critically evaluate real-life situations.


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

Kerin, Hartley, Rudelius, Pellegrini, Marketing, McGraw-Hill, Milano, 2020, 4° edition.

Attending students:
- Chapters 1, 3, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 19, 20, 22, 23
- notes from lectures
- slides
- seminar lectures by industry experts.

Non attending students:
- Chapters 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 19, 20, 21, 22, 23

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

Assessment methods and criteria

A written test with five open-ended questions 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.
The evaluation criteria are:
-level of knowledge;
-ability to apply knowledge;
-appropriate use of the technical language.