This course has two main purposes: first, it
drives participants to understand the basic principles of marketing; second it
offers models and tools to manage the exchange process between firms and
customers. The course provides students with a learning experience based on
lectures, class exercises and homework, and group assignments, aimed at
reflecting the marketing management process existing within firms. The focus is
on the basic marketing concepts (product, place, price, promotion) as they
relate to the field of global marketing.
- Teacher: Marta Pizzetti