Coordinator: Luca Petruzzellis UNIVERSITY OF BARI FACULTY OF ECONOMICS Master in International Business and Economic Cooperation 2 CFU - 20 ore GLOBAL MARKETING Enterprise internationalization processes and International attraction marketing Presented by Fabrizio Baldassarre May 5, 2008 – May 9, 2008

Teaching team Luca Petruzzellis – lecturer in Marketing at the University of Bari Fabrizio Baldassarre – lecturer in Business Management at the University of Bari Export managers of international firms will be invited to join the lectures and present case histories.

Objectives This course explores the process and the impact of globalisation on international firm and territorial systems. Topics include the development and characteristics of national systems, Moreover, the course will examine the continuing rapid changes required in the international marketing environment, with an emphasis on small and medium sized companies. Learning Objectives At the end of this course students will be able to: evaluate export marketing from both an educational and operational /practice perspective critically assess various export and international business opportunities approach exporting from the perspective of a company looking to adapt creatively to the international environment

Main Topics 1.Why Global Marketing? 2.Evolution to Global Marketing (Domestic- Export-International-Multinational to Global Marketing) 3.Elements of the Global Marketing Mix 4.Basic concepts of place and attraction marketing 5.Understanding investors and key drivers 6.Tools for attracting investors 7.Case histories

Methodology The course will be taught by means of mixed lecture / seminar session, amounting in total to 20 contact hours. Students will be required to prepare for discussion at seminars and lectures. Each student is expected to contribute to lectures and group discussions. While this will not be formally assessed, it is a condition of course completion.  Lectures  Team working  Case studies  Presentations  Meetings with managers

References Keegan W.J., Schlegelmilch B.B., Global Marketing Management. A European Perspective, Harlow, Pearson Education, Various papers provided by the staff