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 except chapters 19 and 20.

• 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:
  http://www.2017.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
  http://www.2017.gmmso4.com) about a company of your choice (as a .pdf file to be sent to
  ernesto.tavoletti@unimc.it 72 hours before the exam and named 'Name_Surname.pdf') 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
  2018 or early February 2018) 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