International Marketing

2024/2025

Учебный год

ENG

Обучение ведется на английском языке

4

Кредиты

Кто читает:

Департамент маркетинга

Статус:

Курс обязательный

Когда читается:

3-й курс, 1, 2 модуль

Преподаватели

Бутковская Вера Петровна

Нанда Анита Санджаевна

Course Syllabus

Abstract

This course addresses fundamental issues and concepts relevant to international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides a basic understanding of global marketing strategy practices and decisions. The emphasis is on understanding the global markets' similarities and differences and evaluating potential international opportunities and risks.

Learning Objectives

• We will aim to develop an in-depth and considered understanding of the critical issues that have to do with the applications of Marketing in companies with an International Orientation.

Expected Learning Outcomes

• Define the international market and its specific characteristics.
• Analyze the main factors of global markets and the environment.
• Classify international market opportunities and risks.
• Evaluate the advantages of different market entry modes.
• Approach international targeting and positioning.
• Recognize the difference between global and multinational strategies.
• Evaluate marketing mix standardization and adaptation practices.
• Connect international marketing analysis and decision-making.

Course Contents

• Introduction
• International Market Analysis
• International Marketing Strategy
• Standartization vs. Adaptation

Assessment Elements

• Projet
• Case study - Team Presentation
• Case study - Individual Participation
• Periodic control
  The periodic control will be online with Proctoring. The video recording is a matter of obligatory revision before publishing final grandes. The use of AI generative text can cause a question suspension.
• Final Exam
  Exam will be online with Proctoring. The video recording is a matter of obligatory revision before publishing final grandes. The use of AI generative text can cause a question suspension.

Interim Assessment

• 2024/2025 1st module
  0.18 * Case study - Individual Participation + 0.12 * Case study - Team Presentation + 0.4 * Final Exam + 0.1 * Periodic control + 0.2 * Projet

Bibliography

Recommended Core Bibliography

• Global marketing and advertising : understanding cultural paradoxes, Mooij de, M., 2019
• International marketing, , 2020

Recommended Additional Bibliography

• Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
• Manrai, A. K. (2019). New Research on Designing Elements of an International Marketing Mix. https://doi.org/10.1080/08911762.2019.1620457
• Samiee, S., & Chirapanda, S. (2019). International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), 20–37. https://doi.org/10.1177/1069031X18812731

Authors

• Butkovskaia VERA PETROVNA