Fundamentals of Microeconomics. General Management.

If you pursue a marketing career, the ultimate objective of this course is to help you become an
effective manager overseeing international marketing activities in an increasing competitive
environment. If you choose a different career, the course will help you understand marketing
people and how you could work effectively with marketing people.

You will be able to develop an international marketing plan for a real company, both on your own
and as part of an international team.

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;
15) Export and Import Management;
16) Planning, Organization and Control of Global Marketing Operations;
17) Marketing in Emerging Markets.

• 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

• Frontal lecturing, analysis of case studies, development of business plans and
  marketing plans 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.
  

• You have to submit an international marketing plan (possibly developed with with GMMSO
  www.gmmso4.com) about a company of your choice (as a .pdf to be sent to
  ernesto.tavoletti@unimc.it three days before the exam) and discuss it at the final oral exam. You
  also have to take part in the X-Culture project (www.x-culture.org), an experiential learning project
  that involves around 110 universities in 40 countries: working in a virtual international team, you
  will develop a business proposal for a global company. The X-Culture project is from March to May
  and is compulsory for both attending and non-attending students. Write to
  ernesto.tavoletti@unimc.it in advance (January 2017 or early February 2017) and before the course
  starts, in order to reserve a seat in X-Culture. GMMSO and X-Culture allow to assess both your
  ability to work on your own and your ability to work in an international team.

English is the only allowed language for this course

English is the only allowed language for this course