Learning objectives

The course aims to familiarize students with the role of marketing in the relationship between firm and market, especially from an international perspective. Participants will acquire the principles of strategic and operational marketing as well as the tools to understand customer behavior in domestic and international markets. Through the analysis of case studies, students will also develop the ability to critically evaluate real-life situations.

Prerequisites and basic notions

Students are reminded that the Principles of International Marketing exam can only be taken if the Management Fundamentals exam has been passed

Program

THE MARKETING PROCESS (Prof. Marta Ugolini)
- The concept of marketing and its meaning in its different evolutionary phases
- Marketing planning
- The marketing environment
- Ethics, social responsibility and marketing
UNDERSTANDING CONSUMERS AND MARKETS AND IDENTIFYING MARKETING OPPORTUNITIES (prof. Paola Castellani)
- Consumer behavior
- Industrial markets and corporate purchasing behavior
- The global market
- Marketing research
- Segmentation, target identification and positioning SATISFYING MARKETING OPPORTUNITIES - Part 1 (Prof. Fabio Cassia)
- The development and launch of new products
- The management of products and brands
- The management of the marketing of services
SATISFYING MARKETING OPPORTUNITIES - Part 2 (Prof. Paola Castellani)
- The pricing
- The choice and management of marketing channels
- Integrated marketing communications
- Advertising, sales promotion and public relations
SATISFYING MARKETING OPPORTUNITIES - Part 3 (Prof. Fabio Cassia)
- Personal selling and sales management
- Digital marketing
BIBLIOGRAPHY For attending students:
- Kerin, Hartley, Pellegrini, Massara, Corsaro, Marketing, McGraw-Hill, Milan, 2020, 4th edition: Chapters 1, 3, 5 , 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 19, 20, 22, 23
- Slides of the lessons published on the course's MyUnivr page. - Lecture notes and testimonials.
For non-attending students:
- Kerin, Hartley, Pellegrini, Massara, Corsaro, Marketing, McGraw-Hill, Milan, 2020, 4th edition: Chapters 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 19, 20, 21, 22, 23
VALIDITY OF THE EXAM PROGRAM
The exam program for attending students is valid for the current academic year (until the January session -February 2026). From the June 2026 session, students will have to refer to the program for the 2025-2026 academic year.

Bibliography

Didactic methods

- The teaching activity is divided into frontal lessons and the discussion of business cases through the testimonies of entrepreneurs and managers.
- The study material is differentiated for attending students and non-attending students in order to allow all students to fully achieve the educational objectives of the course.
Teaching support methods:
The supplementary and support teaching materials will be uploaded to the teaching Moodle platform. Male and female students are however invited to contact the teacher via email or during office hours.
Students who find themselves in the position of having to make up for missed lessons must contact the teacher.

Learning assessment procedures

A written examination with six open questions will be carried out to assess:
- knowledge of concepts,
- ability to apply knowledge;
- appropriate use of the technical language.
In addition to the written test, the oral test is compulsory for those who have passed the written test with an evaluation of at least 29/30.
For those who have passed the written test with an evaluation between 18/30 and 28/30, the oral test is optional.
INSERTION IN YOUR STUDY PLAN OF PRINCIPLES OF INTERNATIONAL MARKETING AS AN EXAM OF CHOICE
The possibility of including the free-choice Principles of International Marketing course in the study plan does not depend on the teacher of the course, but must be authorized on the basis of the rules established by the Academic Board.
Given the partial overlap with some topics of the Principles of tourism marketing course, students in class 12 - Curriculum TUR, authorized to include Principles of international marketing in their study plan, will have to take the following non-attending program to the exam:
- Cateora P.R., Graham J.L., International Marketing. Italian companies and world markets (Italian ed. edited by Mattiacci A, Guerini C), Hoepli, Milan, all text except chapters 6-7-8-11.
Students of the TUR Curriculum cannot take the International Marketing Principles exam as attending students.
The exam is oral only.
Students of the TUR Curriculum or of other study courses are invited to report their situation at the time of enrolment, by email to the teacher.

Evaluation criteria

The evaluation criteria are therefore the following:
- level of knowledge;
- ability to apply knowledge;
- language skills.

Criteria for the composition of the final grade

Composition criteria for the final grade: each of the answers to the six questions is assigned a score from 0 to 5 points.
The final grade of the written test is equal to the sum of the scores obtained on the five questions. To pass the written exam you must achieve a grade of at least 18/30.
The final evaluation will be made up of the algebraic sum of the evaluation of the written test and the evaluation of the oral test, possibly carried out on a compulsory or optional basis.

Exam language

Italiano

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