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Course Description
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Course Name
International Marketing: Strategies for the Global Marketplace
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Host University
Università Cattolica del Sacro Cuore
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Location
Milan, Italy
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Area of Study
International Business, Marketing
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Language Level
Taught In English
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Prerequisites
Basic knowledge of Marketing is recommended.
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ECTS Credits
6 -
Recommended U.S. Semester Credits3
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Recommended U.S. Quarter Units4
Hours & Credits
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Overview
Description
Competing in the global marketplace presents firms significant growth opportunities while also introducing challenges due to the diverse environments of foreign markets. This course examines key aspects of firm internationalization, including conducting international market research, evaluating and selecting entry modes for foreign markets, and developing effective international marketing strategies. Emphasis will be placed on discussing real case studies that explore how to design and adapt the marketing mix to align with the specific cultural characteristics of international markets and their customers. In groups, students will develop and present a marketing plan for an international brand.
Course objectives can be synthesized as follows:
On completion of this course, the student will be able to:
1. Understand the stages of the marketing process for the international development of businesses.
2. Critically evaluate the potential of international markets and identify possible challenges in foreign markets.
3. Understand and evaluate the alternative foreign market entry modes available to companies.
4. Develop a critical understanding of how to manage the firm's international marketing mix in foreign markets.
COURSE CONTENTS
- The concept of ‘globalization’
- International marketing process
- International marketing research
- Foreign market entry modes
- Cultural dimensions
- Standardization vs. adaptation
- Development and presentation of a marketing plan
Course Disclaimer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.