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International business and communication (1st module)
Alberto Cusi

Seat Fac. Economia - Sede di Ancona
A.A. A.A. 2016-2017
Credits 6
Hours 44
Period 2^ semestre
Language ENG

Prerequisites

Fluent English

Development of the course

Lectures, case discussions.

 

Learning outcomes

1. Knowledge and Understanding: The purpose of the course is to make the students aware that Marketing is strongly linked to the people’s culture

2. Applying knowledge and  understanding: because cultures around the world are many and different a marketing manager must be able to recognize, to study and to understand foreign cultures, in order to adapt his/her marketing approach.

3. Judgement, focus  and  communication skills: evaluate the differences in foreign cultures and being able to adapt the communication style and the content in order to be effective.

 

Program

The role of marketing in present global competition.
Tangible and immaterial elements of the marketing offer.
Hofstede’s model and its culture classification dimensions.
Branding strategies and communication styles.
Case discussions: Ducati, Ziploc, Eurodisney, Pringles, International Pizza House, Primigi, Med-Net, Black& Decker, Link, Sephora.

 

Development of the examination

Exam.
Written/oral
Class participation
Case analysis*
Video project*
Final test

1. Assessment criteria.
Objective and subjective criteria
2. Grading scale
Positive grades: from 18 to 30. Cum laude can be bestowed  to outstanding performance
The final grade of International Business and Communication will be an average of the two modules.

3. Grading method
Correctness of 30 questions final test, coherence in 9 case discussion, creativity and versatility in Video project

Recommended reading

Mandatory textbook:
Global Marketing and Advertising
Understanding Cultural Paradoxes Third Edition
Marieke de Mooij
SAGE Publications, Inc  July 2009 
Paperback 344 pages  ISBN: 9781412970419

 

Courses

• L.M. - International Economics and Commerce curriculum International Economics and Business