The course aims at providing students with a set of theoretical and practical tools to manage a firm’s internationalization process covering all its main forms (internationalization of manufacturing, sourcing and selling activities), with a particular focus on exporting. At the end of the course, students will be able to autonomously analyse business opportunities in foreign markets and to design successful strategies and to make operational decisions to successfully exploit such opportunities. In addition, students will be able to understand the main problems faced by firms in their international business development process and to identify proper solutions to manage them.
1) International markets and Italian firms
-the current scenario and the future trends of international markets (globalization, digitalization, mature and emerging markets)
-the position of Italian firms in the international competition
2) The internationalization of the firm
-a short overview of the theories about the internationalization of the firm
-the international strategies and management of international firms
-the specific features of SMEs’ internationalization process
3) Internationalization of manufacturing and sourcing
-internationalization of manufacturing
-from offshoring to reshoring
-the identification of opportunities: analyzing country attractiveness and accessibility
-foreign markets entry modes: from “traditional” modes to cross-border e-commerce
-positioning of the offering
-communication strategy and cross-cultural management
-the promotion of the “Made in Italy” system in foreign markets
5) Export manager, export department and organization of the internationalized firm
Teaching methods encompass lectures, analysis of practical case studies and discussion with entrepreneurs and managers giving guest lectures. These methods are aimed to provide participants both with the needed knowledge regarding international management and with the ability to apply such knowledge practically and critically.
Study materials (identical for students attending and students not attending the lectures) consist of:
-Bertoli, Valdani (2018), “Marketing internazionale”, Seconda Edizione, Egea (except chapter 1 and the appendix).
-lecture slides (the slides are uploaded on Moodle before every lecture)
All participants are recommended to use the Moodle platform, where lecture slides as well as guidelines about the logical reasoning to integrate the textbook and the lecture slides will be provided.
|Bertoli, Valdani||Marketing internazionale, Seconda Edizione.||Egea||2018||978-88-238-2268-9||Esclusi il capitolo 1 e l’appendice|
|Cassia||Slide delle lezioni del corso||2021||Le slide verranno pubblicate su Moodle prima di ogni lezione.|