INTERNATIONAL MARKETING An Introduction to the Course Prof. Carolina Guerini UNIVERSITA’ CATTANEO - LIUC

INTERNATIONAL MARKETING 23 september – 30 november Final version of the syllabus on the web (there where you find the Presentations) UNIVERSITA’ CATTANEO - LIUC

Contents Course Instructors Course Purpose and Methodology Course Contents Course Etiquette (LIUC Etiquette) Exchange students Textbook Course Evaluation The project UNIVERSITA’ CATTANEO - LIUC

The Profs Carolina Guerini is Associate Professor in Marketing at LIUC University. She is Responsible of the degree in Marketing and she teaches Marketing, Innovation & Product Development, Digital Marketing and International Marketing. She is also Core Faculty Member at SDA Bocconi (the Business School of Bocconi University- Milan) and owner of the BtoB Marketing Course (Bocconi University Master in Marketing and Communication). David Jarach, SDA Professor of Marketing, has been lecturing at both the executive division and MBA Division for the last twenty years. His expertise include strategic and international marketing, service management and pricing policy. He is the author of books and managerial articles focused on aviation management topics. UNIVERSITA’ CATTANEO - LIUC

Lab Instructor Eleonora Cattaneo is currently Professor of Digital Marketing at LIUC. She is also Core Faculty Member at SDA Bocconi (the Business School of Bocconi University- Milan). 2 different Labs UNIVERSITA’ CATTANEO - LIUC

International Marketing Course Purpose and Methodology The purpose of this course is to provide both theory and practical applications of International Marketing It will offer research insights from around the globe and show how corporate practices are adjusting to marketplace realities UNIVERSITA’ CATTANEO - LIUC

International Marketing Course Contents International marketing: what is it? Firms Expansion Processes: Market selection & CPA Country Portfolios; Different entry-modes (export, contractual agreements, foreign direct investments) and how they affect the possibility of being in relation with customers and clients Products, services: global or local? Pricing issues Communication strategies and policies Marketing plans for consumer products in foreign countries and globally BtoC-, BtoB products and services Different Regions (industrialized, emerging, …) Future developments in international marketing. UNIVERSITA’ CATTANEO - LIUC

Labs: 2 different LABS LAB 1- Business game Each session will last 3 hours and require active involvement and an output from all participants. Total hours: 16. The quality of the students’ participation will be evaluated by the Instructor and will account for 1-2 extra points. 30 students LAB 1: starts October, 6th LAB 2 – A special Lab about Fashion & Footwear industries has been organized (strictly) for those students that will attend the Made in Italy Focus. The participation to the Lab is compulsory for those students. The Labs’ syllabus are both posted on the website. LAB 2: starts September, 30 th UNIVERSITA’ CATTANEO - LIUC

Labs: 2 different LABS LAB 1- Business game LAB 1: starts October, 6 th LAB 2 – Fashion & Footwear industries Pls. download the syllabus and make sure to be present Made in Italy students: pls. Prof Cattaneo to confirm your interest by Monday 28/9 Exchange students: if interested, pls. Prof Cattaneo to confirm your interest by Monday 28/9 UNIVERSITA’ CATTANEO - LIUC

The Guest- speakers in our Lectures In collaboration with Centromarca ( L’Oreal – Company Presentation – Business Game Barilla (G. Morici) Alitalia Artsana In collaboration with: Superbrands UNIVERSITA’ CATTANEO - LIUC

LIUC’s etiquette 1. Arrive to class on time; do not leave early without prior explicit instructor’s approval. 2. Keep your mobiles off; do not chat with your classmates. 3. Do not wander in and out of the classroom. 4. Hand in assignments on time if requested. No late submissions are allowed. UNIVERSITA’ CATTANEO - LIUC

Exchange students The list of attending students has been published by Cristina Colombo, International Relation Office, Pls. Confirm us by the intention to attend the course (90% of the lectures required) to UNIVERSITA’ CATTANEO - LIUC

The textbook Czinkota M., Ronkainen I., Gilbert Zvobgo, International Marketing, Published by Cengage Learning EMEA, ©2013 Or : W. J. Keegan, M.C. Green, Global Marketing, 2014 UNIVERSITA’ CATTANEO - LIUC

Course Evaluation (1) (with the exeption of Made in Italy Students) For students attending classes, the final grade is based on: -a final written exam: november 30 th,2015. UNIVERSITA’ CATTANEO - LIUC

Course Evaluation for Made in Italy Students - Lab: Fashion & Footwear (2) For students attending classes, the final grade is based on: -the final written exam will count for 25 points; -Laboratory: 0-5 points (Prof. Cattaneo). UNIVERSITA’ CATTANEO - LIUC

How to avoid the written exam…… Company Projects Group work for Datwyler Topic: e-commerce Presentation will be scheduled next week, after a lecture. UNIVERSITA’ CATTANEO - LIUC