Studying at the University of Verona
Here you can find information on the organisational aspects of the Programme, lecture timetables, learning activities and useful contact details for your time at the University, from enrolment to graduation.
Study Plan
This information is intended exclusively for students already enrolled in this course.If you are a new student interested in enrolling, you can find information about the course of study on the course page:
Laurea magistrale in Lingue per la comunicazione turistica e commerciale - Enrollment from 2025/2026The Study Plan includes all modules, teaching and learning activities that each student will need to undertake during their time at the University.
Please select your Study Plan based on your enrollment year.
1° Year
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1st foreign language2nd foreign language2° Year activated in the A.Y. 2016/2017
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1st foreign language (international markets)| Modules | Credits | TAF | SSD |
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1st foreign language2nd foreign language| Modules | Credits | TAF | SSD |
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1st foreign language (international markets)| Modules | Credits | TAF | SSD |
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Legend | Type of training activity (TTA)
TAF (Type of Educational Activity) All courses and activities are classified into different types of educational activities, indicated by a letter.
Strategic management applied to international markets (2015/2016)
Teaching code
4S02574
Teacher
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
I semestre dal Oct 1, 2015 al Jan 9, 2016.
Learning outcomes
The course aims at providing a set of theoretical and practical tools to manage the firm’s internationalization process. Choices related to emerging markets entry and to competition in business-to-business contexts will be covered in detail. Starting from the analysis of strategic decisions, some operational choices will be presented as well, including a focus on sales management.
Program
The international scenario: mature markets, emerging markets, globalization
Foreign market entry: analysis of opportunities and entry modes
Competitive advantages and positioning of the offering in foreign markets:
-Positioning of the offering
-Product strategy
-Pricing strategy
-Communication strategy and cross-cultural management
International competition in business-to-business markets:
-Business-to-business marketing tools
-Business-to-business branding strategies
Sales management as a tool to compete in foreign markets:
-The need for a relational selling approach
-Key Account Management and other key decisions in sales management
Textbooks and study materials
For attending students:
-Slides posted on the e-learning platform, lecture notes, business presentations’ notes.
-Valdani, Bertoli (2014), “Marketing internazionale”, Egea: paragraphs 5.1, 5.2, 5.3 e 5.4 and chapters 8, 9, 10 & 11.
-Ferrazzi, Tacconi (2012), “Me ne vado a est”, Infinito Edizioni.
-Sisti, Guenzi, Caiozzo (2015), “Gestire le vendite. L’eccellenza nel sales management”, Egea, chapters 2, 3, 4, 5 e 9.
For not attending students:
-Valdani, Bertoli (2014), “Marketing internazionale”, Egea: chapters 1, 5 (only par. 5.1, 5.2, 5.3 & 5.4), 8, 9, 10 & 11.
-Sisti, Guenzi, Caiozzo (2015), “Gestire le vendite. L’eccellenza nel sales management”, Egea, capitoli 2, 3, 4, 5 e 9.
-Ferrazzi, Tacconi (2012), “Me ne vado a est”, Infinito Edizioni.
-Cassia F. (2009), “Business-to-business branding: continuità, discontinuità e problemi aperti” (article posted on the course web page).
Examination Methods
The exam consists of a written test to assess accurate knowledge, followed by an oral exam. The oral exam is compulsory only for those students that have obtained a particularly high mark in the written test, for all other students it is optional.
