Fundamentals of microeconomics. General Management.

The ultimate 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 not only have a direct
relevance but also help you understand how you, as a marketing manager, can
affect other business functions for effective corporate performance on a global
basis. If you choose a different career, the course will help you understand how
you could work effectively with market people for the same corporate goal.

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

• 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

• Frontal lecturing, analysis of case studies, development of business plans and
  Oxford style debates are the main teaching tools.
  You will have the opportunity to use a web-based global marketing
  management research and planning program (GMMSO: www.gmmso3.com) in
  order to develop your own international marketing plan.
  You will also have the opportunity to work on an international project (X-
  Culture: www.x-culture.org) together with people from all around the world in
  global virtual teams and learn the best practices of cross-cultural collaboration
  through personal experience. Upon successful completion of the project, X-
  Culture participants receive achievement certificates. The best students in the
  X-Culture project level may be encouraged to attend international conferences
  with travel stipends in order to present their work.

• Both multiple-choice questions and open questions, textbook based (written
  exam: two hours). If you develop an international marketing plan with GMMSO
  (www.gmmso3.com) or take part in X-Culture (www.x-culture.org) you avoid
  the open questions. If you take both GMMSO and X-Culture you avoid both
  multiple-choice questions and open questions. Participation in GMMSO and/or X-
  Culture is strongly encouraged in order to fully reach the objectives of this
  course. The X-Culture project is from March to May and is recommended for
  attending students only.

English is the only allowed language for this course

English is the only allowed language for this course