INTERNATIONAL MARKETING TO CHINA

The basic objective of the course is to provide the students with a broad introduction to International marketing concepts, how these concepts fit within the overall strategy of the firm, and how they influence management and decision making.
Students will develop a working knowledge of the 4 P's of marketing—product, price, promotion, place—along with concepts such as consumer and business buyer behavior, segmentation, product life cycle, and the other fundamental components.
After the basic concepts the course focuses in particular on the Chinese market, analyzing the similarities and the differences compare to European and Italian markets.
The course includes interactive discussions among the students, case studies, and a marketing game played by teams of students.

1. Knowledge and understanding
● Knowing the correct marketing terminology.
● Knowing the different marketing tools used by companies and their interaction.
● Knowing the basics of the strategic marketing behavior of the companies in the international markets and China market.
2. Ability to apply knowledge and understanding
● Knowing how to recognize correctly which marketing tools and activities are involved in the various company-market relationship situations in China.
● Knowing how to make a simple analysis of the marketing problems that a company faces daily in a Chinese market context.
● Being able to recognize the key aspects of a marketing decision and its implementation.
● Being able to work in a team to solve complex problems.
3. Ability to judge
● To know how to formulate and to argue simple hypotheses of solution to marketing problems, also developing a critical approach to the evaluation of alternative hypotheses.
4. Communication skills
● Know how to use appropriate language in describing aspects of business marketing in Chinese environment.
● Know how to interact with peers, in a critical and respectful way, oriented towards problem solving.
5. Learning skills
● Knowing how to critically consult the reference texts and the bibliography contained in them.
● Knowing how to find, collect and select useful information from various sources for solving marketing problems

This course should be attended after International Management for East Asia and Principles of International Accounting

Introduction to marketing and marketing mix
Consumer behavior
Business buyer behavior
Market segmentation
Product strategy
New product development and product life cycle
Pricing strategy
Marketing channels
Integrated marketing communication strategy
Marketing International and Global approach
Cross-cultural marketing
Non acquainted markets
Marketing strategies to China

INTERNATIONAL MARKETING TO CHINA - Tiziano Vescovi Create - McGraw-Hill 2018, ISBN 9781307295634 - AVAILABLE IN CAFOSCARINA BOOKSHOP
PANNI STASI A PECHINO. Esploratori e pionieri nei nuovi mercati internazionali - Andrea Pontiggia, Tiziano Vescovi - Egea 2015: Chapters 1, 2, 3
UNEXPECTED LESSONS IN BUSINESS MANAGEMENT, T. Vescovi; Webster 2016 (second edition)
available in Italian: CHIAVI CHE APRONO GABBIE; T. Vescovi; Franco Angeli 2017.

Slides provided by the instructor

1) every week the attending students should make an online test (multiple choices), concerning the topics discussed in the lessons of week before (20% of the grade) - max 6 points
2) all the attending students will be involved in a Marketing Business Game, played in teams of 5-6 students, for 10 turns (30% of the grade) - max 9 points
3) all the attending students should make a final written exam ,30 minutes time, based on short open questions and a case study (50% of the grade) - max 15 points
4) non-attending students - final exam with 41 multiple choice questions (max 6 points), 1 brief case study (max 6 points), 6 open questions (max 18 points); 70 minutes time, 100% of the grade.

The course is based on lectures and case studies.
The students will partecipate to a Marketing Business game online; they will be included in work groups of 6, and every team will represent a company in a competitive environment. There will be 10 turns of the game. Every week there will be a discussion about the strategies used by the groups to compete each other.
The course includes interactive discussions among the students, case studies, presentations by marketing managers.

English

written