Strategic management applied to international markets [Cognomi M-Z] (2020/2021)

Course code
Name of lecturers
Fabio Cassia, Benedetta Grandi
Fabio Cassia
Number of ECTS credits allocated
Academic sector
Language of instruction
I semestre (Lingue e letterature straniere) dal Sep 28, 2020 al Jan 9, 2021.

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 analyse business opportunities in foreign markets and to design successful strategies and to make operational decisions to exploit such opportunities.


The international scenario: mature markets, emerging markets, globalization, future trends

Foreign market entry: analysis of opportunities and entry modes

Developing the offering to target foreign markets:
-Positioning of the offering
-Product strategy
-Pricing strategy
-Communication strategy and cross-cultural management

Sales management and sales network design for foreign markets:
-The relational selling approach
-Key Account Management
-Key decisions in sales management
-The interplay between sales management and branding in business to-business markets


-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.
-Bertoli, Valdani (2018), “Marketing internazionale”, Second Edition, Egea: paragraphs 5.1, 5.2, 5.3 e 5.4 and chapters 8, 9, 10 and 11.
-Guenzi, Caiozzo, Sisti (2020), “Gestire le vendite. L’eccellenza nel sales management”, 2° Edizione, Egea, chapters 2, 3, 4, 5 and 9.

For not attending students:
-Bertoli, Valdani (2018), “Marketing internazionale”, Second Edition, Egea: chapters 1, 5, 8, 9, 10 and 11.
-Guenzi, Caiozzo, Sisti (2020), “Gestire le vendite. L’eccellenza nel sales management”, 2° Edizione, Egea, chapters 2, 3, 4, 5 and 9.

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 il programma "studenti 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.

Oral exam.

The evaluation takes into consideration the following elements: level of knowledge, ability to apply knowledge, appropriate use of the technical language.