Международный маркетинг

2022/2023

Статус: Майнор

Кто читает: Департамент мировой экономики

Где читается: Факультет мировой экономики и мировой политики

Когда читается: 1, 2 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Черников Сергей Юрьевич

Язык: английский

Кредиты: 5

Контактные часы: 56

Full Syllabus

Abstract

The course is aimed at providing students with the necessary theoretical knowledge of the principles of international marketing and practical skills to create an effective system of planning, organization, as well as maintaining these marketing activities of the enterprise

Learning Objectives

This course is aimed at studying the main marketing tools that are used to develop strategies and tactics of international companies aimed at mastering the market and obtaining the necessary profit. The main focus is on practical issues of marketing application in international companies. The course reveals the basic concepts of the problems and tools of the marketing approach to management, the implementation of the main functions of marketing, the development of a marketing package, the principles of marketing complex administration, organization and control of marketing in the company. Much attention is paid to the consideration of specific market situations, as well as practical experience in marketing management in international companies.

Expected Learning Outcomes

Know:  the marketing management concept  basic concepts of international marketing;  fundamentals of strategic planning in marketing;  business processes related to international marketing and their logic  corporate interactions with other company divisions in the marketing process;  methods of evaluation and control of the results of marketing activities;
Be capable of:  performing relevant operations within the organization's international marketing strategy framework;  using the information obtained in marketing research for organizational and managerial decisions drafting;  distinguish and set strategic and operational objectives in international marketing;  develop basic marketing plans and projects;  define the main corporate business processes related to international marketing activities;
Possess:  the ability to participate in collective marketing research plan drafting process for the international environment;  the ability to assess the consequences of organizational and managerial decisions;  the ability to work as a team in the development of international marketing strategies in organizations.

Course Contents

1. The nature of International Marketing: challenges and opportunities
Forms of control : Survey
2. Trade and marketing barriers
Forms of control: Case study/test questions/survey
3. Political and legal environment in international marketing
Forms of control: Case study/test questions/survey
4. Foreign consumer and business culture
Forms of control: Case study/test questions/survey
5. Consumer behavior in an international context: psychological and social aspects
Forms of control:Group presentation
6. Marketing research and information system
Forms of control: Case study/test questions/survey
7. Strategies for entering the foreign market
Case study/test questions/survey
8. Product strategies and planning
Group presentation
9. Product branding and packaging solutions
Case study/test questions/survey
10. Distribution channels and documentation
Case study/test questions/survey
11. Promotion strategies
1000-word essay
12. Problems of advertising on an international scale
Case study/test questions/survey
13. Pricing Strategies: Basic Solutions
Case study/test questions/survey
14. Pricing Strategies: Counter trading and terms of sale/payment
Case study/test questions/survey

Assessment Elements

Final Test (Exam)
Homework in the form of cases/questions
Seminar work in the form of cases/ tests/presentations
Attendance

Interim Assessment

2022/2023 2nd module
0.4 * Seminar work in the form of cases/ tests/presentations + 0.2 * Homework in the form of cases/questions + 0.3 * Final Test (Exam) + 0.1 * Attendance

Bibliography

Recommended Core Bibliography

International marketing, , 2020
Моргунов В.И., Моргунов С.В. - Международный маркетинг: учебник для бакалавров - Издательство "Дашков и К" - 2017 - ISBN: 978-5-394-02720-8 - Текст электронный // ЭБС ЛАНЬ - URL: https://e.lanbook.com/book/93439

Recommended Additional Bibliography

290 - Ф.Котлер - Маркетинг от А до Я. 80 концепций, которые должен знать каждый менеджер - 9785961423693 - Alpina - Альпина Паблишер - 2017 - https://hse.alpinadigital.ru/book/290
Procter & Gamble. Путь к успеху : 165-летний опыт построения брендов, Дайер, Д., 2006
Взлом маркетинга : наука о том, почему мы покупаем, Барден, Ф., 2015
Как создать продукт, который купят. Метод Lean Customer Development: Учебное пособие / Альварес С. - М.:Альпина Паблишер, 2016. - 248 с.: ISBN 978-5-9614-5395-9 - Режим доступа: http://znanium.com/catalog/product/737041

Authors

CHERNIKOV SERGEY YUREVICH

Course Syllabus