Facoltà di Economia "G. Fuà" - Guida degli insegnamenti (Syllabus)
Fluent English
Lectures, case discussions.
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.
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.
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
Mandatory textbook:
Global Marketing and Advertising
Understanding Cultural Paradoxes Third Edition
Marieke de Mooij
SAGE Publications, Inc July 2009
Paperback 344 pages ISBN: 9781412970419
Università Politecnica delle Marche
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