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 as part of an international team.

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;

(A) Masaaki (Mike) Kotabe, Kristiaan Helsen, Global Marketing Management, 9th Edition, Wiley, New York, 2022; the entire book except chapters 14, 16, 17, 18, 19 and 20; ISBN 978-1-119-88872-7, https://www.wiley.com/en-ie/Global+Marketing+Management,+9th+Edition-p-9781119888727 (C) Alon, I., Jaffe, E., Prange, C., & Vianelli, D. Global marketing: contemporary theory, practice, and cases, third edition Routledge, New York, 2021 (C) Nicole Franziska Richter, Jesper Strandskov, Sven Hauff and Vasyl Taras INTERNATIONAL BUSINESS STRATEGY AND CROSS-CULTURAL MANAGEMENT Edward Elgar Publishing, Massachusetts, USA, 2022
Further informations / additional materials
In addition to face-to-face teaching, students can take advantage of additional materials, which will be uploaded to an online platform. If you are not attending classes, write to ernesto.tavoletti@unimc.it to be better introduced to the teaching materials.

• Frontal lecturing and analysis of case studies. You will also have the opportunity to work on an international marketing project (X-Culture: www.x-culture.org) for real companies, together with students worldwide 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, and if selected, they will be invited to attend.

• The evaluation is based on a written exam with around eight-ten open-ended questions intended to assess theoretical knowledge and the ability to apply it to specific cases; answers are evaluated according to completeness, rigor, and clarity. No textbook or other learning support is allowed during the written exam. The evaluation will be discussed and explained to the student soon after the exam. If the student is attending the X-Culture project, 40% of the evaluation is based on the results of the project (35% final international business plan; 20% weekly surveys; 10% readiness test; 15% peer evaluations; 20% reflective paper) and 60% on the written exam. If the student is not attending the X-Culture project, the final exam is 100% of the evaluation.

English