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.

8 CFU for both attending and not attending students:
1) Globalization of Markets and Evolution of International Marketing;
2) Economic Environment;
3) Financial Environment;
4) Cultural Issues and Buying Behavior;
5) Political and Legal Environment;
6) Marketing Research;
7) Segmentation and Positioning;
8) Marketing Strategies;
9) Market Entry Strategies;
10) Product and Market Development;
11) Global Pricing;
12) Communication Strategies;
13) Sales Management;
14) Logistics and Distribution;

10 CFU for both attending and not attending students:
1) Globalization of Markets and Evolution of International Marketing;
2) Economic Environment;
3) Financial Environment;
4) Cultural Issues and Buying Behavior;
5) Political and Legal Environment;
6) Marketing Research;
7) Segmentation and Positioning;
8) Marketing Strategies;
9) Market Entry Strategies;
10) Product and Market Development;
11) Global Pricing;
12) Communication Strategies;
13) Sales Management;
14) Logistics and Distribution;
15) Export and Import Management;
16) Planning, Organization and Control of Global Marketing Operations;
17) Marketing in Emerging Markets
18) Sustainable Marketing in the Global Marketplace

• 1.  (A) Masaaki Kotabe and Kristiaan Helsen International Marketing, International Student Version, Sixth Edition Wiley & Sons, Inc., New York, 2015 » Pagine/Capitoli: The entire book for 10 CFU; the entire book except chapters 15, 16, 17 and 18 for 8 CFU

The entire book for 10 CFU; the entire book except chapters 15, 16, 17 and 18 for 8 CFU.

• Frontal lecturing, analysis of case studies, development of business plans and
  marketing 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.gmmso4.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 students 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
  may be encouraged to attend international conferences in order to present
  their work.

• Both multiple-choice questions and open questions (written exam), plus you
  must submit an international marketing plan with GMMSO (www.gmmso4.com) about a
  company of your choice and discuss it at the final oral exam. If you both submit an
  international marketing plan with GMMSO (www.gmmso4.com) and take part in X-Culture
  (www.x-culture.org) you are not required to undertake the written exam and the final
  evaluation will consist of the discussion of your international marketing plan developed
  and submitted with GMMSO. Participation in X-Culture is strongly encouraged and
  recommended 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. Write to
  ernesto.tavoletti@unimc.it in advance (January 2015 or early February 2015) and before
  the course starts to reserve a seat in X-Culture.

English is the only allowed language for this course

English is the only allowed language for this course