Fundamentals of microeconomics.

The objective of this course is to help you become an effective manager overseeing
global marketing activities in an increasing competitive environment. If you pursue
a marketing career, what you will learn will have a direct relevance and help you
understand how you, as a marketing manager, can affect the business. If you
choose a different career, the course will help you understand how you could work
effectively with market people.

Topics covered for 8 CFU (both attending and not attending students):
1) Globalization of Markets and Evolution of International Marketing;
2) Global Economic Environment;
3) Financial Environment;
4) Cultural Issues and Buying Behavior;
5) Political and Legal Environment;
6) Global Marketing Research;
7) Global Segmentation and Positioning;
8) Global Marketing Strategies;
9) Global Market Entry Modes I: Exporting, Licensing, and Franchising;
10) Global Market Entry Modes II: Outsourcing, Joint ventures, Wholly Owned
Subsidiaries;
11) Global Product Development;
12) Marketing Products and Services;
13) Global Pricing;
14) Communicating with the World Consumer;
15) Sales Management;
16) Global Logistics and Distribution;
17) Export and Import Management;
18) Planning, Organization and Control of Global Marketing Operations;
19) Marketing in Emerging Markets
20) Global Marketing and the Internet

Topics covered for 6 CFU (both attending and not attending students):
1) Globalization of Markets and Evolution of International Marketing;
2) Global Economic Environment;
3) Financial Environment;
4) Cultural Issues and Buying Behavior;
5) Political and Legal Environment;
6) Global Marketing Research;
7) Global Segmentation and Positioning;
8) Global Marketing Strategies;
9) Global Market Entry Modes I: Exporting, Licensing, and Franchising;
10) Global Market Entry Modes II: Outsourcing, Joint ventures, Wholly Owned
Subsidiaries;
11) Global Product Development;
12) Marketing Products and Services;
13) Global Pricing;
14) Communicating with the World Consumer;
15) Sales Management;
16) Global Logistics and Distribution;
17) Export and Import Management;

• 1.  (A) Masaaki Kotabe and Kristiaan Helsen Global Marketing Management Wiley & Sons, Inc., New York, fifth Edition, 2011 » Pagine/Capitoli: the entire book for 8 CFU; the entire book, except chapters 17, 18 and 19, for 6 CFU

The entire book for 8 CFU (both attending and not attending students). The entire book, except chapters 17, 18 and 19 for 6 CFU (both attending and not attending students).

• § lezione frontale§ esercitazioni § case studies

• § scritto

English is the only allowed language for this course

English is the only allowed language for this course