Marketing Trends (2235.YR.009633.2)

General information

Type:	OBL	Curs:	4	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 4	Ivana Casaburi	Marketing	ESP

Successfully having passed Marketing Management I and II

Marketing Management and Strategic Marketing

Workload distribution:

Independent study: 80 hours

Lectures: 50%
Participatory sessions: 50%

Contributing to marketing in today's changing environment requires acquiring a wide range of managerial skills and abilities as well as the necessary knowledge to be able to successfully influence the company's performance. In short, analysing markets, defining strategies and taking marketing decisions require both knowledge and other competencies, such as the ability to build a persuasive case for your decisions.
Marketing I introduced the conceptual and analytical foundations of marketing, whilst Marketing II facilitated a deeper understanding of marketing strategies. In Marketing III, we will focus on the global marketing and the main trends directly influencing the marketing decision-making process. Internationalization and globalization of people and businesses should, therefore, be considered in the context of connectedness. It involves a cross-functional analysis where the marketing perspective is key for entering new international markets or managing the existing ones.
Now imagine you work worldwide in an international firm as a marketing manager. Are you (or can you be) prepared for understanding and managing the increasing level of complexity, dynamism, and uncertainty that the global trends continue to bring? Imagine you are asked by one of the board members to develop a new market or implement a new business jointly with other departments and having the responsibility to connect with local consumers. Information about the market is unknown to you, consumers habits are influenced by local culture but at the same time by globalization. How do you decide if one market is more attractive than another? How do you decide if a global product/brand is the best option for the market or to adapt your offering to the local test is a better option?
This course explores marketing analysis techniques and strategies in a global context with particular emphasis on trends.

The course's overall objective is to improve in analyzing, debating, and decision making on international marketing strategies. To successfully complete this subject, students must:

- Understand the decision-making process in international businesses from the marketing perspective
- Have a critical and historical perspective of the globalization of market phenomenon and understand how it is impacting in the marketing strategies
- Acquire a global vision of the main trends shaping the market and its environment
- Be able to understand how these trends impact the performance of the marketing function

1. Introduction to the GMA&S course Set the context. Methodology, assessment, expectations and policies. What is different when we do market internationally. Understanding the International Marketing Decision-Making Process and different business orientations

2. Globalization of Markets and other global trends Reasons for internationalization and difficulties to go abroad. The historical perspective of the globalization of markets and implications for marketing strategies. Standardization or adaptation: how to find the right balance between efficiency and effectiveness. Exploring the main global trends and their impact on Marketing decision-making process. Market research in International markets: how to select a new international market.

3. Entering international markets Exploring entry modes from the marketing perspective. How to select the best entry strategy.

4. Branding in international markets Brand portfolio in international markets. Global or Local Brand?

5. International Marketing Mix Key factors of making decisions on Product, Price, Place and Promotion in international markets.

To achieve the course objectives, the methodology applied is fundamentally practical in nature, and student participation both inside and outside of class is key.

Classes: Faculty will combine theoretical content with its practical application, inviting guest executives to take part in some sessions. Before each session, students have to carry out the required readings and/or exercises to prepare. These are published on the course website on Moodle as well as the course syllabus.

Participatory sessions: Faculty will divide students into groups during the first session. Faculty will then explain the different group activities throughout the course as well as how the subject will proceed.

Course website: Students will find complementary material on the Moodle platform as well as the norms governing the subject and instructions on how to prepare for the different sessions. Student participation is fundamental both via the Moodle platform and in class.

Guest executives: In some sessions and for each of the four main subject blocks, we will have the opportunity to learn from the experience of guest executives and their companies. The aim is to gain insights on the analytical process and, in some cases, how these companies have responded to the different opportunities and challenges that new trends pose for Marketing.

Group assignments: Throughout the course, groups will have to work on a real marketing challenge in international markets and prepare a presentation explaining to the audience their proposal.

ASSESSMENT BREAKDOWN

Readings, presentations, multimedia material and bibliography (available on Moodle)

Group	Teacher	Department
Year 4	Ivana Casaburi	Marketing