Fundamentals of Microeconomics. General Management.

The ultimate objective of the marketing course is to help students pursue a career in marketing by becoming effective managers supervising international marketing activities in a highly competitive environment. For those seeking alternative careers, the course aims to provide an understanding of marketing and how to collaborate effectively with marketing professionals. Students can work in international teams to develop an international marketing plan for a real company, or as part of a global team, develop an international marketing plan for a real company.

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) Market Entry Strategies;

9) Product Policy Decisions I: Developing New Products;

10) Product Policy Decisions II: Marketing Products and Services;

11) Global Pricing;

12) Communication Strategies;

13) Logistics and Distribution;

14) Sustainable Marketing in the Global Marketplace;

15) 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

In addition to face-to-face teaching, students can access supplementary materials, which will be uploaded to an online platform. If you are not attending classes, please write to ernesto.tavoletti@unimc.it to be introduced to the teaching materials more effectively.

• Frontal lecturing and analysis of case studies. Students will also have the opportunity to work on an international marketing project (X-Culture: www.x-culture.org) with real companies, collaborating with students worldwide in global virtual teams, and learn best practices for 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 consisting of approximately eight to ten open-ended questions, designed to assess theoretical knowledge and the ability to apply it to specific cases. Answers are evaluated according to their completeness, rigor, and clarity. No textbooks or other learning materials are allowed during the written exam. The evaluation will be discussed and explained to the student soon after the exam. Suppose the student is participating in the X-Culture project. In that case, 40% of the review is based on the project's results (30% final international business plan, 20% weekly surveys, 10% readiness test, 20% peer evaluations, and 20% reflective paper), and 60% on the written exam. If the student is not participating in the X-Culture project, the final exam accounts for 100% of the evaluation.

English is the only language adopted in the course.

English