INTERNATIONAL MARKETING TO CHINA

The main goal of this course is to provide students with a broad introduction to international marketing concepts, particularly in China, how these concepts fit into the overall strategy of the company and how they influence management and marketing decision-making.
Students will develop practical knowledge of the four P's of marketing, i.e. product, price, promotion and placement, along with concepts such as consumer and buyer behavior, segmentation, product life cycle and other key variables. After the basic concepts of international marketing, the course will focus in particular on the Chinese market, analyzing similarities and differences with the European and Italian markets.

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 STESI 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

The attending students will be involved in a teamwork where they will present the case of a foreign company operating in the Chinese market (30%). The final exam (only written) will refer to the textbook and to the topics discussed during the lessons (70%).
For non attending students the final exam (written -11 open questions- +oral) will refer to the textbook and to other materials available online. To be admitted to the oral exam the student should pass the written part.

Frontal lessons will be concentrated in the first part of the course. Students will be directly involved in the lessons through the presentation of a case analysis of a foreign company operating in the Chinese market. Some testimonials will be involved and they will present the marketing strategy of the company in the Chinese market.

English

written and oral

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development