SECS-P/08 - 9 CFU - 1° Semester

Teaching Staff


Learning Objectives

1.Knowledge and understanding: After the completion of the International Business course, the student should be able to analyze the critical issues facing firms in a dynamic global environment. External factors, such as country institutional differences and cultural dimensions, and internal factors, including strategic and managerial issues, are in-depth examined to develop a general understanding of the focal topics regarding the internationalization and marketing policies adopted by firms entering foreign countries/markets.

2. Applying knowledge and understanding: The International Business course aims to develop the student's ability to apply the analytical tools and concepts in global business. In particular, the course aims to apply theoretical frameworks regarding the internationalization strategies, the decisions of entering new markets, competitive strategies, and global marketing policies to real-world situations. The approach is inductive; based on an examination of experiences, case studies and testimonials (e.g. executives and entrepreneurs), the student will be able to reconstruct the conceptual categories and literature contributions, and correctly apply them in the different business contexts through the presentation of an international marketing plan.

3. Making judgments: the course is designed to provide students with a detailed, in depth knowledge of the literature, skills and practical knowledge. Students will be able to make judgment about the impact of their strategic decisions, such as firm internationalization and market policies adopted in the foreign countries/markets.

4. Communication skills: Class discussions and assignments are designed to provide students with the knowledge and skills they will need to critically evaluate the strategies of international ventures and market policies, and communicate ideas effectively in both written and oral form, by adopting an appropriate technical language.

5. Learning skills: Learning is a gradual process, favoured by the use of experiences and examples, case studies, applied activities, in-class presentations and discussions with executives and entrepreneurs. Reports, individual and group assignments, and marketing plans further support the learning process and the understanding of the main issues related to internationalization and marketing policies.

Detailed Course Content

The international Business Course addresses issues of strategic management regarding international companies and the process of international marketing planning. In particular, the course focuses on three main topics, such as: 1. Entry modes in foreign markets 2. Operations management of international companies and the segmentation of the foreign markets - 3. Policies and planning for international marketing.

Textbook Information

Bursi, Galli, “Marketing Internazionale”, McGraw-Hill Education - Italy 2012

  1. Rapporto ICE 2019-2020, “L’Italia nell’Economia Internazionale" Chapters 1 & 2
  2. Phamplet assembled by the Professor (available on Studium/Documenti or in the Department Library)

Open in PDF format Versione in italiano