Università degli studi di Roma “Tor Vergata”
Master of Science in Business Administration International Marketing
“The globalization of today’s marketplace makes many new demands on a marketer. Not only are
there important decisions to be made about which countries’ markets and segments to participate in
and what modes of entry to use, but a marketer must also help formulate the marketing strategies in
these countries and coordinate their implementation” Johansson, 2000
TEACHING MEMBER RESPONSIBLE FOR THE COURSE:
Sara Poggesi
Research Fellow in Business Management
e-mail: sara.poggesi@uniroma2.it
Weekly Office Hours: to be checked on the web site
COURSE DESCRIPTION
This course points out the peculiar aspects of marketing in international business environment.
Focus will be on a) the opportunities, problems and challenges involved in the international
business environment; b) cultural dynamics in international markets; c) international markets
selection; e) market entry strategies; e) product planning, promotion, price and channels of
distribution.
TEACHING METHODS
The course is built on lectures, case-studies, discussions, readings and guest speakers’ experiences. FINAL PROJECT WORK
Groups of attendant students will be formed during the third lesson. Each group will be made up of
4/5 students and will work on a project to present at the end of the course.
EXAM
It is based on a written test and oral evaluation. Attendants can substitute the oral evaluation with
the final project work. REFERENCES FOR ATTENDANT STUDENTS THAT PRESENT THE PROJECT WORK
Michael R. Czinkota and Ilkka A. Ronkainen, Principles of International Marketing, (9th Edition),
South-Western, Cengage Learning. Chapters: 1, 4, 9, 10, 13, 15, 17, 18.
Vandermerwe S., Chadwick M., 1989, The Internationalization of Services, The Service Industries
Journal, 9(1).
We will discuss three cases from Harvard Business School Publishing. You need to register to
download the cases at the following link: https://hbr.org/registration?conversationld=1011637, then
download each individual case
1) Hong Kong Disneyland
http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=59164&R=907M13-PDFENG&conversationId=2047309)
2) Kentucky Fried Chicken in China (A)
http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=61234&R=990G01-PDFENG&conversationId=2047350
3) Four Seasons goes to Paris: “53 Properties, 24 Countries, 1 Philosophy"
Università degli studi di Roma “Tor Vergata”
Master of Science in Business Administration http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=50411&R=803069-PDFENG&conversationId=2047382
4) Dacia Duster SUV
http://cb.hbsp.harvard.edu/cb/web/he/product_view.seam?R=910A31-PDFENG&T=EC&C=SEARCH&CS=4ff517f49b55eaa1d49735885a110b67
REFERENCES FOR NON ATTENDANT STUDENTS
Michael R. Czinkota and Ilkka A. Ronkainen, Principles of International Marketing, (9th Edition),
South-Western, Cengage Learning. Chapters: 1, 4, 5, 6, 7, 9, 10, 13, 14, 15, 17, 18, 19
Vandermerwe S., Chadwick M., 1989, The Internationalization of Services, The Service Industries
Journal, 9(1).
We will discuss three cases from Harvard Business School Publishing. You need to register to
download the cases at the following link: https://hbr.org/registration?conversationld=1011637, then
download each individual case
1) Hong Kong Disneyland
http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=59164&R=907M13-PDFENG&conversationId=2047309)
2) Kentucky Fried Chicken in China (A)
http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=61234&R=990G01-PDFENG&conversationId=2047350
3) Four Seasons goes to Paris: “53 Properties, 24 Countries, 1 Philosophy"
http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=50411&R=803069-PDFENG&conversationId=2047382
4) Dacia Duster SUV
http://cb.hbsp.harvard.edu/cb/web/he/product_view.seam?R=910A31-PDFENG&T=EC&C=SEARCH&CS=4ff517f49b55eaa1d49735885a110b67
CASE STUDIES DISCUSSION
The students are expected to be fully engaged in the entire learning process. This means that they
need to prepare the assigned readings of the cases prior to each class and come to class prepared to
participate in group work and/or discussions to enhance the learning of the individual and the class.
The students will find the relative assignment for each case on the website. Please read the
questions carefully before the lecture.
The objective is to involve all the class members in the discussion. The cases are designed to
integrate the concepts from the case into the context of the course.
With case discussions, each student will develop:
1. The ability to set the parameters for the problem (key concepts from the case).
2. Ample knowledge regarding the subject of the case (understanding of material, good response to
the observations of others).
3. The ability to connect the case to other course concepts.
4. The ability to involve others in the discussion.
In order to effectively discuss the cases, the students need to be:
· prepared with facts and specific quotes from the case.
· prepared to comment, ask questions, or make observations about the case.
During the discussion, the students need to:
· take a position on a question or a point.
Università degli studi di Roma “Tor Vergata”
Master of Science in Business Administration · ask questions to clarify a point.
· help keep the discussion moving and on track.
· help draw others into the discussion.
· integrate theories and content from other cases.
During the discussion, the students should not:
· come unprepared and show your lack of knowledge.
· monopolise the discussion.
· make irrelevant comments.
· be insensitive to other’s desire to speak or share opinions.
ANALYTICAL SYLLABUS
Date
Topic
Lecture/Case discussion
References
Section I: the decision to internationalize
Mon 14th
Overview on IM
Lecture
ch. 1
Tues 15th
Factors affecting International Strategies
Lecture
−
Wed 16th
HBR case study: Hong Kong Disneyland
Case discussion
−
Section II: Deciding which markets to enter and entry strategies
Mon 21nd
Cultural Dynamics
Lecture
ch. 4
Tues 22rd
Market Selection
Lecture
−
Wed23th
Market entry and expansion+
HBR case
study: Kentucky Fried Chicken in China (A)
Case discussion
ch. 9
Section III: Designing the global marketing programme
Mon 28th
Global Product Strategy
Lecture
10
Tues 29
Global service
Lecture
15+
Vandermerwe
Chadwick
(1989)
Wed 30th
HBR case study: Four Seasons goes to Paris: “53
Properties, 24 Countries, 1 Philosophy"
Case discussion
−
Mon 5nd
Distribution
Lecture
13
Tues 6rd
Guest Speaker
Guest speaker's
experience
−
Wed7th
Communication + HBR case study:4) Dacia Duster
SUV
Case discussion
18
Mon 12nd
Guest Speaker
Guest speaker's
experience
−
Tues 13rd
International Pricing
Lecture
17
Wed14th
Project-works presentation
th
−