SPECIAL TOPICS IN MARKETING

Attività formativa monodisciplinare
Codice dell'attività formativa: 
87051

Scheda dell'insegnamento

Per studenti immatricolati al 1° anno a.a.: 
2017/2018
Insegnamento (nome in italiano): 
SPECIAL TOPICS IN MARKETING
Insegnamento (nome in inglese): 
SPECIAL TOPICS IN MARKETING
Tipo di attività formativa: 
Attività formativa a scelta dello studente
Tipo di insegnamento: 
Opzionale
Settore disciplinare: 
ECONOMIA E GESTIONE DELLE IMPRESE (SECS-P/08)
Anno di corso: 
3
Anno accademico di offerta: 
2019/2020
Crediti: 
6
Responsabile della didattica: 

Altre informazioni sull'insegnamento

Modalità di erogazione: 
Didattica Convenzionale
Lingua: 
Inglese
Ciclo: 
Secondo Semestre
Obbligo di frequenza: 
No
Ore di attività frontale: 
36
Ambito: 
A scelta dello studente
Materiali didattici: 
Prerequisites

None

Educational goals

This course is designed to assist students in understanding how successful marketing managers must lead international firms in a world of increased global competition. We will explore how history, political science, economics, geography, and sociology as well as the traditional disciplines of business such as management and finance all influence how to manage the marketing function of a global enterprise.

Included is an overview of globalization, differences in culture, ethics, and the development of marketing strategies across national borders
Upon completion of this course, the student should be able to:
• Understand the basic principles of marketing and its relation to economy, culture and psychology.
• Understand the vital role of marketing in a global organization and the relationships between marketing and the other functional areas of an organization.
• Consider the various decision areas of marketing and the methods used by marketing managers to make decisions.

Course content

• Topic 1 - Marketing Orientation and Consumer Behavior

• Topic 2 – Globalization

• Topic 3 - Segmentation, Targeting, and Positioning

• Topic 4 – Products and Services

• Topic 5 – Digital and Mobile Marketing

• Topic 6 – Integrated Marketing Communications and the Integrated Marketing Mix

• Topic 7 – Marketing and Society

• Topic 8 –The Future of International Trade and Culture

Textbooks and reading lists

The course is based on materials developed in class.

Teaching methods

Lectures, exercises, group works

Assessment and Evaluation

Lectures, exercises, group works

Further information

Reference person for the Summer Business Program: prof. Mauro
Cavallone
Course given by: prof. Joel Poor.
The course is offered in English within the Summer Business Program a.a.
2019-20 (only for students of the undergraduate programs in
“Economia”, “Economia aziendale” and foreign/Erasmus students).
Attendance is compulsory, a maximum number of students is accepted.
In oder to be considered, students must apply, following the instructions
published on website https://www.unibg.it/node/388.