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Sapienza University of Rome Economics Faculty Management Department International Marketing Management 6 credits 2nd semester Academic year 2016-2017 Prof. Cristina SIMONE Contents Part 1. The Dynamics of Globalization The rising of globalization The scope and challenge of international marketing The dynamics of international markets Part 2. The Impact of Culture on International Marketing The foundations of cultural understanding Cultural dynamics and international marketing Part 3. Assessing International Market Opportunities Researching international markets Emerging markets and market behavior Part 4. Developing International Marketing Strategies International marketing strategies International market entry strategies International segmentation and positioning International branding strategies Ethics and social responsibility by international marketing Part 5. Developing International Marketing Decisions Product decisions for international markets Marketing industrial products and business services International distribution and retailing International promotion and advertising Recommended text: Cateora P., Ghauri P. (2014), International Marketing, 4th edition, McGraw-Hill (chapters: 1, 2, 3, 4, 6, 7, 9, 10, 11, 12, 14, 15, 16, 17, 19)
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