19478 - ENGLISH FOR INTERNATIONAL BUSINESS COMMUNICATION

Contenuti

Part 1, Marketing: Sept. 16 – Sept 25

Part 2, Strategy: Sept 26 – Oct 2

Attendence Policy: student must attend 70% of the lessons to be eligible for the final exam. Those who do not meet this requirement must repeat the course.    

Grading Policy: Students will be graded 80% on final exam and 20% on classroom participation.  Classes will be interactive! Students are expected to have read the reading listed in the syllabus before the classroom discussion and may be called upon for comments.

Vocabulary check: The last 20 minutes of each lesson will be dedicated to learning new business vocabulary.  Students are encouraged to select phrases or words which are used in literature and present them in context to be discussed.   

 

Part I (Marketing)

16-September, 13-16 Aula 22

Introduction to Marketing

Kotler Chapters 1,2, 3

17-September, 13-16 Aula 22

Consumer Behaviour

Kotler Chapter 5, 7, 18

23-September, 13-16 Aula 32

Products, New Product Development and Product Life Cycle

Kotler Chapter 8,9

24-September 13-16 Aula 2

Pricing

Kotler Chapter 10,11 

25-September 13-16 Aula 2

Marketing Channels and Communication

Kotler Chapter 12, 14

Part II (Strategy)

26-September 13-16 Aula tba

Introduction to Strategy

Ghemawat Chapter 1

Grant pp. 3-29

Norman Chapter 3

Rumelt

30 September 13-16 Aula 12

Analysis of the Industry and of the Competitors

Porter Chapter 1,2, 3 Competitive Strategy

Grant Chapter 4

1-October 13-16 Aula 22

Defining the Business and the Business Environment

Abel Chapter 1

Ghemawat Chapter 2

Creating a Competitive Advantage

Porter Chapter 2 Competitive Advantage

Ghemawat Chapter 3

2-October 13-16 Aula 22

Competitive Positioning and Strategy

Grant Chapter 5

Porter Chapter 7 Competitive Strategy

Strategic Change and Theory

Pettigrew, Whipp, and Rosenfeld.

Mintzberg

Norman Chapter 4

 

Testi/Bibliografia

Bibliography

• R. E. Caves; M. E. Porter. “From Entry Barriers to Mobility Barriers: Conjectural Decisions and Contrived Deterrence to New Competition” The Quarterly Journal of Economics, Vol. 91, No. 2. (May, 1977), pp. 241-262.
• Kotler; Armstrong. Principles of Marketing 12th Edition. Prentice Hall 2008
• Ghemawat, Pankaj. Strategy and the Business Landscape. Prentice Hall, 2001.
• Normann, R.  Management for Growth, John Wiley and Sons, 1979
• Abell, D. Defining the Business. Prentice Hall, 1980. 
• Porter, Michael E. Competitive Strategy.  New York: Free Press, 1980.
• Porter, Michael E. Competitive Advantage. New York: Free Press, 1985
• Pettigrew, Whipp, and Rosenfeld. Competitiveness and the Management of Strategic Change Processes: A Research Agenda, 1986
• Rumelt, Richard P., "Towards a Strategic Theory of the Firm," in Robert Lamb (ed.) Competitive Strategic Management. Englewood Cliffs, N.J.: Prentice-Hall, 1984, 556-70.

Orario di ricevimento

Consulta il sito web di Allison Nicole Hoeltzel