ID:
ECO0283
Durata (ore):
40
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Economia e gestione delle imprese
Anno:
2026
Dati Generali
Periodo di attività
Primo Semestre (28/09/2026 - 18/12/2026)
Syllabus
Obiettivi Formativi
The course provides the essential tools for designing and conducting international-scale strategic analyses aimed at formulating international marketing strategies for specific business projects proposed by selected companies or institutions with a strong international orientation. Particular emphasis is placed on product/service and business model innovation dynamics capable of supporting innovative marketing strategies. Students will work in teams to conduct international market and competitor analyses and devise segmentation strategies aligned with their assigned projects; they will also develop an operational marketing strategy tailored to the project's objectives, incorporating digital communication and brand management strategies. Structured as a workshop, the course involves ongoing weekly interaction with managers from the participating companies and organizations throughout the term. At the end of the course, each team will be required to present and discuss their project results with company managers, justifying and defending their chosen international marketing approaches. The workshop may also offer opportunities for high-quality internships and the development of master degree theses in collaboration with the companies involved in the LAB
Prerequisiti
The course doesn't require previous knowledge, however the attendance of the courses of International Business, Management and Marketing will provide students with a solid theoretical background to afford the practical experience proposed in the Lab
Metodi didattici
The course is structured as a workshop and does not involve traditional lectures; instead, it focuses on the conceptualization and development of projects within teams coordinated by the course instructor, featuring the weekly participation of managers from selected companies. The workshop aims to foster continuous interaction both among students working in teams and between students and managers. Given this approach, regular attendance is strongly recommended.
Verifica Apprendimento
The examination consists of two closely interrelated phases: during the course, each team is required to prepare a report outlining the methodology used for market and competitive analysis regarding the foreign markets targeted by the project, as well as a detailed marketing proposal—complete with sources and any databases created to support the international analysis. The final report will be submitted to the company sponsoring the project at the end of the course so that results can be evaluated against the assigned objectives. During the final class, each team must also deliver an oral presentation summarizing the key findings and discuss their marketing proposals in the presence of the companies. The final assessment will take the following factors into account: the quality of the project proposal in relation to corporate objectives, the soundness of the methodology employed, the effectiveness of the oral presentation, and the students' ability to discuss and defend their choices as well as identify any limitations in their work. he ability to assess the impact of the proposed marketing strategies in relation to the environmental, economic, and social sustainability objectives defined by the project will also be evaluated.
Contenuti
The course offers students the opportunity to develop a concrete strategic and operational marketing proposal on an international scale, supported by market analysis, competitive positioning assessments, and brand enhancement strategies for selected foreign markets. Each year, highly challenging and innovative corporate projects are introduced, requiring the development of proposals that balance competitive objectives with economic, environmental, and social sustainability. By the end of the course, students will be able to apply the managerial tools and skills they have acquired to the proposed projects; they will present and discuss—with corporate managers—competitor analyses, customer demand drivers, and business opportunities in selected foreign markets, while proposing market entry and/or commercial strategies and outlining an internationalization plan designed to achieve corporate goals. Given the nature of the course and its workshop-based structure, the specific topics covered and the allocation of hours will be tailored to the specific corporate projects proposed
Lingua Insegnamento
INGLESE
Altre informazioni
Students are requested to schedule an appointment by sending an email to the address roberta.pezzetti@uninsubria.it
Corsi
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