Portale di Ateneo - En.Unibs.it

KNOWLEDGE AND UNDERSTANDING
The International Business course will give the students the knowledge necessary to assume different positions supporting the general manager or the export managers in the management of international marketing activities.
In more detail, the course allows the students to:
- identify the major trends that influence global marketing;
- understand the importance of adopting a global marketing management framework when structuring global marketing decisions;
- understand different models of culture and cultural distance;
- distinguish between the various options a firm has for establishing presence in foreign markets;
- identify the main international product and branding strategies;
- identify the main competitive, consumer, product, distribution and country factors influencing international pricing decisions;
- identify the main internal and external factors influencing international distribution decisions;
- be aware of what constitutes a global promotional strategy.

APPLYING KNOWLEDGE AND UNDERSTANDING
The course aims to support the students to:
- conduct a thorough environmental analysis using a variety of tools;
- comparing different entry modes to foreign markets;
- segment countries by cultural similarities;
- develop an international market selection process;
- evaluate market attractiveness and competitive strength;
- discuss the product standardization versus adaptation alternative;
- define international pricing objectives, strategies, and policies;
- evaluate different types of channel intermediaries;
- evaluate some of the challenges and opportunities when developing a global communication mix;
- identify the major global social media networks.

MAKING JUDGEMENTS
The students attended the course of International business will be able, in the end of the course, to support the firms operating in international markets in taking decisions about country selection, entry modes and in adapting the marketing mix policies (product, price, place and promotion) to the foreign markets.

COMMUNICATION
The student attended the course is able to interact and to communicate with the general manager or the export managers, as he learned the technical language spoken in International Business. He is also able to perform written business project works and to present them orally.

LIFELONG LEARNING SKILLS
The job opportunities for the attendants of the course are specialists in products and services sales and market analysts in the international firms operating in b2b and b2c businesses, assuming the role of product and brand manager, key account and customer relationship manager, sales manager, country manager etc. At the same, in the end of the course, the student learned the competences necessary to enroll for International Business post-graduate specialization, Masters and PhD.