Marketing Minor

This course introduces students to the field of international business with a twofold purpose. Firstly, it examines the external environment of international business, exploring how and why cultures, countries, and regions differ. It also addresses the economics and politics of international trade, while considering critical issues related to business ethics and sustainability in a global context. Secondly, it investigates the internal environment of international businesses, focusing on companies’ operations, the roles of various business functions and the analysis of their strategies and structures. Close attention is given to applying international business knowledge to practical problems and fostering ethical behavior and decision-making.

This course is an introduction to the tools and concepts used in the marketing process for consumer and industrial products as well as for services. The focus is on the basic marketing concepts (product, place, price, promotion) as they relate to the field of global marketing. Emphasis is placed on the increasingly important role of interdisciplinary tools to analyze economic, cultural and structural differences across international markets. Specific consideration is given to the development of integrated marketing programs for a complex, global environment.

This course introduces students to the most common qualitative and quantitative techniques for conducting market research with an emphasis on their application.  The definition of market research problems, the set-up of research plans, and the subsequent data collection and analysis are illustrated and applied by means of real world projects. Students are required to implement, in groups, the skills covered in class, and to prepare a final research report to discuss and present in class.

This course focuses on how Internet technology and its pervasiveness shapes the most common business and marketing practices today. This course outlines the impact of the digital revolution and how it has transformed decision-making processes in marketing including the development of relationships with clients, delivering the customer experience, the implementation of a communication campaign, and the evaluation of channel performances. Through discussion of cases and lectures, the course will provide students with the tools to interpret and forecast the ever-shifting digital environment for companies.

The course focuses on how to build and manage a brand, based on the concept of Customer-Based Brand Equity (CBBE). The goal of the course is to expose students to the challenges that today brands face both from competitors' but also from consumers' points of view and to make students aware and to experience the potential tools companies can use to manage brands today.

This course focuses on the understanding of the consumer as fundamental to marketing efforts. The course includes observational research in the community where students develop a greater understanding of consumers' consumption and decision-making behavior. Areas of focus include the consumer decision making process, research techniques, learning and motivation, segmentation and targeting, the impact of lifestyle and values, the role of society and culture in consumption, and ethical issues in consumer relationships.