. - International Marketing
PROFESSOR GIANCARLO NADIN, PROFESSOR ALESSANDRA TZANNIS
Text under revision. Not yet approved by academic staff.
Fundamentals of Marketing: Professor Giancarlo Nadin
COURSE AIMS
The course aims to facilitate the student's learning of the fundamentals of
marketing.
By looking at the development of the field of study over time, the course will show
how the concept of an orientation to the market and to the consumer is both
significant and up-to-date. The study of consumer behaviour through the use of
market research techniques will thus make it possible to analyze and learn how
companies plan their future from a market development perspective. The course
will conclude with the definition of marketing strategy as exemplified by decisions
in terms of product, price, distribution and communications.
The course is theoretical and contemplates the extensive use of corporate cases and
examples taken from actual business experience.
COURSE CONTENT
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The concept of marketing in business economics.
Marketing and sustainability of the business.
Marketing processes and business processes.
The key role of information and marketing research.
Consumer behaviour.
Analysis of demand.
Sector analysis and behaviour of competitors.
Structure and posture of distribution.
Segmentation of the market and definition of target markets.
Competitive advantage and competitive strategies.
Product, positioning and marketing mix.
Product management.
Costs, prices and value.
Distribution channels
Marketing communications.
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Advertising and sales promotion.
READING LIST
R. FIOCCA -R. SEBASTIANI, Politiche di Marketing, McGraw-Hill, Milan, 2009 (except for Chapters
13, 16, 19 and 20).
Readings, lecture notes and supplemental materials for further study will be pointed out and
made available on the Blackboard (http://blackboard.unicatt.it).
Students due for their exam during the year will automatically have their names input to the
Blackboard, and whoever is not should request input from the professor.
TEACHING METHOD
The course will be taught through classroom lectures and discussion of corporate cases.
A series of assignments will round out the applications. The course programme will be
posted on the professor's web page as well as on the faculty notice board.
ASSESSMENT METHOD
The module, which will be taught during the first half, will end with a mid-term written
test with a provisional grade that will be rounded out by the grade on the marketing module
for the second semester (for the "Business Linguistic Expert" degree programme) and the
grade on the international marketing for the second semester (for the "Management and
Tourism Linguistic Expert" degree programme).
The mid-term exam is optional, and thus taking the test is not a condition for accessing
the second module.
The Fundamentals of Marketing exam is to be taken at the regularly scheduled date for
the Marketing or International Marketing course, following the assessment method provided
for such exams.
Marketing: Professor Alessandra Tzannis
COURSE AIMS
Students completing the course should have the skills needed for (i) analysing,
from a marketing perspective, the relationship between a company and
international markets, and (ii) planning marketing initiatives that aim to optimise
that relationship. The course will first supply the basic tools needed for
understanding the international business expansion that is taking place throughout
the world, and will then apply those tools to study specific companies, with a
particular focus on tourism.
The course will be structured on the premise that the students enrolled have already
completed the Fundamentals of Marketing in the first semester.
COURSE CONTENT
INTERNATIONAL MARKETING
– Processes of international expansion and globalisation.
– Nature of international expansion and the directions firms are taking.
– International expansion and culture.
– Cultural dynamics; global market and local consumption.
– Analysis of attractiveness of the international market: entry and exit barriers,
macro environment, business ethics, market structure, consumers and consumption.
– Marketing decisions in international context: definition of target, positioning,
marketing-mix, local implications of decisions.
MARKETING OF TOURISM SERVICES
– The "service" concept.
– The marketing of services, peculiarities compared with product marketing.
– Tourism and the tourism system: principal players, roles, limitations.
– Destinations - national and international marketing of a given location.
– Sustainability of tourism – environmental, economic, socio-cultural
implications.
– Market participants in tourism sector - tourism services (products) and related
marketing approaches.
– The marketing-mix of tourism services.
– The consumer and tourism services - purchasing processes, ways of enjoying
the services, evaluation criteria.
– Managing quality in tourism services; customer satisfaction.
– Internal marketing.
READING LIST
The following textbooks will be used; see the Blackboard for the specific sections to be
covered:
- E. CEDROLA, Il marketing internazionale per le piccole e medie imprese, McGraw-Hill, Milan,
2005 or later edition (to be verified with professor at the start of the course);
- V. ZEITHAML – M. JO BITNER, Il marketing dei servizi, McGraw-Hill, Milan, 2008.
TEACHING METHOD
Lectures, analyses and discussion of corporate cases.
Slides presented in class (and available on the Blackboard) constitute an integral part of
the instructional material needed in order to prepare for the exam, including for students not
attending class on a regular basis.
Supplemental materials and materials for further study will also be indicated on the
professor's web page and the Blackboard. The Blackboard serves as the course's
instructional/operational support. Students are encouraged to use this tool, including for
maximising interaction with the professors. Students not authorised to access the platform
need to ask the professor to have their names input to the system, or may directly contact
iCatt support.
ASSESSMENT METHOD
The course exam consists of two parts as detailed below:
- FUNDAMENTALS OF MARKETING / 1ST SEMESTER - PROFESSOR BATTAGLIA / NADIN:
optional interim exam at the end of the semester with provisional grade. Students not
attending class on a regular basis and students not taking the interim exam will be required
to take a written test (closed- and open-ended questions) at the regularly schedule
examination date; students passing the written test may go through an interview thereafter.
- INTERNATIONAL MARKETING – 2ND SEMESTER (PROFESSOR TZANNIS): interview (or
written test) for the second-semester module, supplemented by the possible discussion of
projects prepared at companies or through assignments that are approved in advance by the
professor.
The final grade will be the average of the two modules plus the grade on the project.
NOTES
Further information can be found on the lecturer's webpage
http://www2.unicatt.it/unicattolica/docenti/index.html, or on the Faculty notice board.
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