A005217 - LABORATORIO GLOBAL MARKETING RESEARCH

insegnamento
Tipo Insegnamento:
Obbligatoria
Durata (ore):
20
CFU:
2
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Sede:
BRESCIA
Url:
MANAGEMENT/INTERNATIONAL BUSINESS Anno: 2
Anno:
2025
Course Catalogue:
https://permalink.unibs.it/suacds/afcc/2025?corso=...

Dati Generali

Periodo di attività

Primo Quadrimestre (01/10/2025 - 23/01/2026)

Syllabus

Obiettivi Formativi


KNOWLEDGE AND UNDERSTANDING
A basic knowledge of international business and, specifically, of international marketing is required for actively participating to the Lab. Anyway, during the course, students will have the opportunity of better understanding how to pursue a market research globally. Specific attention will be devoted to the tools and the sources necessary for performing a market analysis and for developing a marketing and operations strategy worldwide.

APPLYING KNOWLEDGE AND UNDERSTANDING
As this is a Laboratory, students are mostly invited to apply knowledge acquired in the first year courses of International Business Master program. Specifically, the course aims to support the students in:

- conducting an industry and competition analysis for expanding internationally
- analyzing new markets.

MAKING JUDGEMENTS
Thanks to the performed marketing research, the students attending the Lab will be able to support global companies in:

- selecting new markets
- identifying promotion channels for global markets
- defining a promotional message
- developing promotional materials
- evaluating different entry modes to global markets
- developing a pricing strategy
- building up a logistic and transportation strategy.

COMMUNICATION
As during the course the students attending the Lab will collaborate with colleagues of different nationalities in virtual teams, this will allow them to improve their ability of communicating internationally. Finally, students attending the Lab will be invited to perform a written business report and to present it orally.

LIFELONG LEARNING SKILLS
The job opportunities for the attendants of the Lab are market analysts in the international firms. 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.

Prerequisiti


The basics of International Business and, specifically, of International Marketing are required for actively participating to the Lab.

Metodi didattici


Students who will attend the course will actively take part to the X-Culture project (https://x-culture.org/). During the course, the students will actively work on the project.
Students who intend to attend the Lab are strongly recommended to be equipped with their personal notebook during the lessons.

Verifica Apprendimento

The exam will be different for attending and non-attending students.
In order to be considered as attending students, scholars will have to attend the 75% of the lessons and take part to the X-Culture project.

FOR ATTENDING STUDENTS
The final mark will be entirely based on the evaluation of the X-Culture project (written business report and oral presentation). Actively taking part to the X-Culture project – as to say working in teams, sticking with deadlines, completing the business report and presenting the project orally – the students will reach all the learning outcomes reported in the program.

FOR NOT-ATTENDING STUDENTS
The exam will be written and articulated in two open questions, based on the content of the cited text.

Testi

NOT-ATTENDING STUDENTS will study the following textbook:
Hollensen S., Kotler P., Opresnik M.O., Social Media Marketing. A Practitioner Approach. The Ultimate Strategy Guide for Social Media Success to Grow your Business, 2024, Sixth Edition, Opresnik Management Consulting, ISBN 9798322943594

Contenuti


Basing on the competences acquired in the first year courses of International Business Master program, the Lab invites the students to apply this knowledge to real life contexts, developing and presenting an international business project. Basically, students will be invited to support real global companies operating in different businesses, developing an entry strategy into a foreign country. Students attending the Lab will collaborate with international students in virtual teams, conducting the marketing research necessary for performing an international business project.

Lingua Insegnamento

English

Altre informazioni


Students taking part to the X-Culture project will gain the opportunity to access to the University Open badge. To this aim, students have to complete the X-Culture project and deliver the final team business report.
It is highly suggested for students who intend to take the exam to enroll through the web site, in accordance with the University’s rules. In case of technical troubles, the students will have to contact the teaching services of the Economics and Management Department.

Corsi

Corsi

MANAGEMENT 
Laurea Magistrale
Corso ad esaurimento
2 anni
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