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) Logistics and Distribution;
15) Sustainable Marketing in the Global Marketplace;
16) Export and Import Management;

• 1.  (A) Masaaki Kotabe and Kristiaan Helsen Global Marketing Management, Eighth Edition Wiley & Sons, Inc., New York, 2019 » Pagine/Capitoli: The entire book except chapters 14, 16, 17, 18, 19 and 20.
• 2.  (C) Alon, I., Jaffe, E., Prange, C., & Vianelli, D. Global marketing: contemporary theory, practice, and cases, third edition Routledge, New York, 2021

In addition to face-to-face teaching, students will be able to take advantage of additional materials, which will be uploaded to the TEAMS platform.

• Frontal lecturing and analysis of case studies.
  

• The evaluation is based on a written exam with open questions intended to assess theoretical knowledge and the ability to apply it to specific cases; answers are evaluated according to completeness, rigour and clarity;
  

English is the only allowed language for this course