INTERNATIONAL MARKETING AND SUSTAINABILITY
Academic year and teacher
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- Versione italiana
- Academic year
- 2022/2023
- Teacher
- ALESSANDRA VECCHI
- Credits
- 9
- Curriculum
- Green economy and sustainability
- Didactic period
- Secondo Semestre
- SSD
- SECS-P/08
Training objectives
- The goal of the unit is to provide an exhaustive and up-to-date overview of the key issues concerning International Marketing and Sustainability.
Upon the completion of the unit, students will have gained the ability to critically assess and apply International Marketing strategies in a real-life scenario,
To schedule an appointment or if you require any further information, please send a mail to: a.vecchi@unife.it Prerequisites
- In addition to the course curriculum requirements. a good level of English, both written and spoken, is expected.
Course programme
- The emphasis in this course is on applying and synthesizing key concepts and techniques from the functional areas of international Marketing and consumer and organizational behaviour within the broader context of International Business.
Upon successful completion of this unit you will be able to demonstrate:
a knowledge of key International Marketing Theories, concepts and practices appropriate to firms and brands;
understanding of contemporary branding theory and practice in the context of both traditional and new media used by firms;
an understanding of the distinctive segmentation techniques and consumer behaviour theory appropriate to both brands and firms within a variety of different sectors;
a knowledge of strategic marketing planning in response to an international market opportunity.
Satisfactory completion of this module will contribute to the development of the following key skills:
Focused enquiry
Synthesize existing research
Apply analytical models, frameworks, tools and techniques relevant to International Marketing
Critical evaluation of International Marketing strategies
Present complex ideas to peers and experts in the field
Sustainability:
The course will focus on the existing tensions and pardoxes existing between Marketing and sustainability. In this context, the course will analyze a series of case studies of particularly cutting-edge and innovative companies that have provided interesting and often ground breaking solutions in a circular economy environment.
Didactic methods
- The course will be conducted through traditional frontal lectures along with seminars whose goal is the preparation of the group work.
Learning assessment procedures
- The content of the course is the same for both attending or for non-attending students. The textbook and the material posted on google classroom are both mandatory for all students.
The unit assessment will differ between attending and non-attending students.
Attending students
Students who have attended at least 80% of the lectures in person are considered attending students. Attending students are exempt from the written exam, as they will carry out the groupwork.
Not attending
Non-attending students must instead take a written exam. The written exam consists of a test composed of 5 open questions, 3 of which are compulsory. Reference texts
- International Marketing
5th Edition
By Pervez N. Ghauri and Philip Cateora ISBN10: 1526848597
ISBN13: 9781526858598
Copyright: 2022
+ course materials shared via google classroom
