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International marketing - theory
- CFU 4
- Prerequisiti
Fundamentals of microeconomics.
- Obiettivi formativi
The objective of this course is to help you become an effective manager
overseeing
global marketing activities in an increasing competitive environment. If you
pursue
a marketing career, what you will learn will have a direct relevance and help you
understand how you, as a marketing manager, can affect the business. If you
choose a different career, the course will help you understand how you could
work
effectively with market people.
- Programma del corso
Topics covered for 4 CFU (both attending and not attending students):
1) Globalization of Markets and Evolution of International Marketing;
2) Global Economic Environment;
3) Financial Environment;
4) Cultural Issues and Buying Behavior;
5) Political and Legal Environment;
6) Global Marketing Research;
7) Global Segmentation and Positioning;
8) Global Marketing Strategies;
9) Global Market Entry Modes I: Exporting, Licensing, Franchising, Outsourcing,
Joint ventures, Wholly Owned, Subsidiaries;
10) Global Product Development;
11) Marketing Products and services;
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Testi (A)dottati, (C)onsigliati
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1.
(A)
Masaaki Kotabe and Kristiaan Helsen
Global Marketing Management
Wiley & sons, inc.
2011
» Pagine/Capitoli: the entire book for 8 CFU; the entire book, except chapters 17, 18 and 19, for 6 CFU
- Altre informazioni / materiali aggiuntivi
Chapters 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11 (both attending and not attending students).
- Metodi didattici
- Modalità di valutazione
- Lingue, oltre all'italiano, che possono essere utilizzate per l'attività didattica
English is the only allowed language for this course
- Lingue, oltre all'italiano, che si intende utilizzare per la valutazione
English is the only allowed language for this course
MATERIALI DIDATTICI
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