Principles of international marketing [Cognomi M-Z] (2020/2021)

Course code
4S02443
Name of lecturers
Marta Maria Ugolini,
Coordinator
Marta Maria Ugolini
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Location
VERONA
Period
II semestre (Lingue e letterature straniere) dal Feb 15, 2021 al May 29, 2021.

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.

Syllabus

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

REFERENCES
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

Assessment methods and criteria

An oral examination with open questions will be carried out to assess:
- knowledge of concepts,
-ability to apply knowledge;
-appropriate use of the technical language.