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
increasingly 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 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) International Marketing Research;
7) International Segmentation and Positioning;
8) International Marketing Strategies;
9) Market Entry Strategies;
10) Product Policy Decisions I: Developing New Products;
11) Product Policy Decisions II: Marketing Products and Services;
12) Global Pricing;
13) Communication Strategies;
14) Sales Management;
15) Logistics and Distribution;
16) Export and Import Management;
17) Planning, Organization, and Control of Global Marketing Operations;
18) Marketing in Emerging Markets.

• 1.  (A) Masaaki Kotabe and Kristiaan Helsen Global Marketing Management, Seventh Edition Wiley & Sons, Inc., New York, 2017 » Pagine/Capitoli: The entire book except chapters 19 and 20.

• Frontal lecturing, analysis of case studies, development of a marketing plan are the main
  teaching tools. 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 will be encouraged
  to apply for the X-Culture Global Symposiums 2019 and 2020 and, if selected, they will
  be invited to attend.
  

• The evaluation is based on two components:
  1) Written exam with open questions intended to assess theoretical knowledge;
  answers are evaluated according to completeness and clarity;
  2) Performance 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 real company. The X-
  Culture project is in March and April 2019 and is compulsory for both attending and
  non-attending students. Write to ernesto.tavoletti@unimc.it in advance (January
  2019 or early February 2019) and before the course starts, in order to reserve a seat
  in X-Culture. Evaluation depends on the quality and innovativeness of the final report;
  completeness of the weekly surveys; peer-evaluations; final reflective paper. The
  individual evaluation prevails on the team evaluation.
  Component 1) weights 60%. Components 2) weights 40%.
  

English is the only allowed language for this course