Бакалавриат
2021/2022
Особенности ведения бизнеса и бизнес-стратегии в Азии
Статус:
Курс по выбору (Международные отношения)
Направление:
41.03.05. Международные отношения
Кто читает:
Департамент зарубежного регионоведения
Где читается:
Факультет мировой экономики и мировой политики
Когда читается:
4-й курс, 3 модуль
Формат изучения:
с онлайн-курсом
Онлайн-часы:
52
Охват аудитории:
для своего кампуса
Преподаватели:
Канаев Евгений Александрович
Язык:
английский
Кредиты:
4
Контактные часы:
26
Course Syllabus
Abstract
The course offers a cutting-edge discussion on the marketing environment of the Asia-Pacific region and the corporate success stories achieved there. The material traces topics relevant to building a successful strategy in the Asia-Pacific markets by understanding the interplay of people-to-people connections, institutional frameworks and logistics to finally turn to exploring strategies as case studies. This is the first course offered by Russian and foreign universities to integrate competences in international relations, regional studies and marketing from the Asia-Pacific perspective. The course combines the classroom activities with out-of-class assignments, exemplified, first and foremost, by student projects held under the supervision of Prof. E.Kanaev. Apart from giving additional substance to the lectures, this allows making the course comprehensive, exciting and practically rewarding. The brightest students are offered possibilities to present papers in international conferences and round table talks, as well as to prepare articles, both in co-authorship and individually, for academic journal in which Prof. E.Kanaev is member of the Editorial Board. The course offers a unique Asia-Pacific perspective on the marketing environment, as well as allows building a comprehensive and nuanced understanding of the logic according to which the mega-factors shaping the marketing environment in the Asia-Pacific region evolve. Supported by the HSE projects and publication opportunities, the course undertakes a practically-oriented approach to the topics under consideration. The value of the course is predetermined by the necessity (for both Russia and other countries) to develop deep and comprehensive cooperation with the Asia-Pacific states. Without nuanced understanding conditions for doing business in the Asia-Pacific region, to implement this task is impossible.
Learning Objectives
- The aim of the course is to provide the students with a thorough understanding above and beyond traditional business knowledge with a specific focus on the business environment and successful business strategies in the Asia-Pacific region. The course offers a seamless approach to the international environment of the Asia-Pacific region through the prism of international relations and business strategies
- To develop a nuanced understanding of the Asia-Pacific business environment as a regional macro-factor
- To give insights into the business networking in the Asia-Pacific region from the B2B (business-to-business) and the B2G (business-to-government) perspective
- To obtain practically-oriented competences in how the Asia-Pacific institutional business frameworks operate
- To identify the drivers of the most remarkable success stories achieved in the Asia-Pacific region
- To obtain awareness of the logic and the drivers of the Asia-Pacific economic regionalism as a factor that shapes the marketing environment
Expected Learning Outcomes
- Students are familiar with Asia-Pacific economic regionalism and its implications for business.
- Students are familiar with the distinctive features of B2B and B2G networking in the Asia-Pacific region.
- The student can distinguish the specificity of business institutions and logistic support of business projects in the Asia-Pacific countries.
- The student can reveal consumer segments in the Asia-Pacific states and analyze their preferences.
- The student has a nuanced understanding of doing business in China and India.
- The student is able to reveal the key trends and components of successful brand-building and retail processes in the Asia-Pacific region
- The student is able to reveal the possibilities and limitations of electronic commerce (with the emphasis on the B2C sector) in the Asia-Pacific countries.
- The student is aware of the specificity of doing business in China and India.
Course Contents
- The Asia-Pacific region as a business-friendly area. Trends of Asia-Pacific economic regionalism.
- Retail trends and brand-building in the Asia-Pacific region.
- E-commerce in the Asia-Pacific region.
- The logistic and institutional components of doing business in the Asia-Pacific region.
- Consumer sentiments in the Asia-Pacific region. The FMCG and the premium class products.
- The specificity of business networking and business culture in the Asia-Pacific states. The “classic” and platform companies.
- Doing business in China and India
- Doing business in ASEAN
Interim Assessment
- 2021/2022 3rd module0.35 * essay + 0.35 * exam + 0.3 * Discussion and mini-projects
Bibliography
Recommended Core Bibliography
- Kotler, P., Kartajaya, H., & Hooi, D. H. (2017). Marketing For Competitiveness: Asia To The World - In The Age Of Digital Consumers. Singapore: World Scientific. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2029157
- Kotler, P., Keller, K. L., Ang, S.-H., Tan, C.-T., & Leong, S. M. (2017). Marketing Management, An Asian Perspective. [Place of publication not identified]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1636290
Recommended Additional Bibliography
- Dent, C. M., & Dosch, J. (2012). The Asia-Pacific, Regionalism and the Global System. Cheltenham: Edward Elgar Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=464196