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 4 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, Franchising, Outsourcing,
Joint ventures, Wholly Owned, Subsidiaries;
10) Global Product Development;
11) Marketing Products and services;

• 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

Chapters 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11 (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