INTERNATIONAL MARKETING TO CHINA

Within the management path of the degree program, marketing plays a key role in building professional opportunities for the students. The main objective of the course is to provide students with a broad introduction to international marketing concepts, and particularly to China, how these concepts fit into the overall strategy of the business and how they influence management and decision making.
Students will develop a practical understanding of the marketing management basics related to supply, along with concepts such as consumer and buyer behavior, segmentation, the product life cycle, and the other fundamental components of a marketing strategy.
After the basic concepts, the course focuses in particular on the Chinese market, analyzing the similarities and differences, cultural and structural, with respect to the European and Italian markets.
The course includes interactive student discussions and case studies.

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

The cross cultural approach
Introduction to marketing and to marketing mix
Consumer behavior, cross cultural aspects
Behavior of the business buyer
Product strategy, differences between Europe and China
Price strategy and the Chinese market
Marketing distribution channels, importers and distributors, international sales force
Integrated marketing communication strategy, cross cultural aspects
International marketing and global approach
Non-acquainted markets
Marketing strategies towards China, Chinese companies in Italy.

INTERNATIONAL MARKETING TO CHINA - Tiziano Vescovi Create - McGraw-Hill 2021, ISBN 978-13-077-2326-7, AVAILABLE IN CAFOSCARINA BOOKSHOP

Readings
PANNI STESI A PECHINO. Esploratori e pionieri nei nuovi mercati internazionali - Andrea Pontiggia, Tiziano Vescovi - Egea 2015: Chapters 1, 2, 3
CROSS-CULTURAL MARKETING. European perspectives. - Tiziano Vescovi - Edward Elgar 2022.
LA GLOBALIZZAZIONE DISATTESA. Le culture influenzano i mercati. - Tiziano Vescovi - Ronzani 2023.

1) every week attending students must take an online test (multiple choice questions), concerning the topics discussed in the lessons of the week before (20% of the grade) - max 6 points;
2) all attending students should write a short business case, concerning the relations between European and Chinese markets (20% of the grade) - max 6 points
3) all attending students must take a final written exam of 30 minutes based on short open questions and a case study (60% of the grade) - max 18 points
4) non-attending students - final exam with 41 multiple choice questions (max 6 points), 1 short case study (max 6 points), 6 open questions (max 18 points); 70 minutes (100% of the grade).

The course is delivered in Blended format, so there will be face-to-face lessons, videos, and online lessons.
The course is based on lectures and case studies.
The course includes interactive student discussions, case studies, presentations from business marketing managers.

English

written

This subject deals with topics related to the macro-area "International cooperation" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development