Международные маркетинговые стратегии

Магистратура 2020/2021

Статус: Курс по выбору (Международный бизнес)

Направление: 38.04.02. Менеджмент

Кто читает: Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"

Где читается: Факультет мировой экономики и мировой политики

Когда читается: 2-й курс, 1, 2 модуль

Формат изучения: с онлайн-курсом

Преподаватели: Буевский Вячеслав

Прогр. обучения: Международный бизнес

Язык: русский

Кредиты: 4

Контактные часы: 40

Полная версия программы учебной дисциплины Задать вопрос

Аннотация

Prerequisites: International Marketing. Launching or expanding a product or service into a new territory is a highly common task in current business environment and there is a reasonable assumption that many students might face these tasks already within a year from graduation. Business expansion projects follow predictable patterns and many common best practices have been identified and are currently being deployed. Most of these best practices are learnable in academic environment and early exposure of students to these best practices will better prepare them for future career. Regardless of the role they are going to take in the future employer, member of the frontline execution team or support personnel, they will benefit from knowing how business is grown. This course will be of interest to anyone who is planning to work for a multinational company, launching, expanding and managing products into a new market. Beyond giving a broad overview of common business practices in product launch and specifics of working with multiple markets, the course will focus on practical operational skills required for independent launch of a multinational brand on a new market

Цель освоения дисциплины

Work in a typical team in a multinational company on a joint project
Run basic independent open-source data collection on a target market
Provide management with basic data analysis and structured recommendations
Put together a basic business report in a common modern PowerPoint format
Be able to assess at high level which market entry mode is suitable for a specific product and market
Analyze unknown product market for size, structure, dynamics, key trends, barriers, opportunities and differences from a known market
Assess high-level market’s attractiveness and recommend market entry
Estimate basic product sales volume targets

Планируемые результаты обучения

know about marketing role in business strategy
know the basic marketing strategies
learn about international and domestic marketing strategies
know how to run basic independent open-source data collection on a target market
be able to assess at high level which market entry mode is suitable for a specific product and market
be able to work in a typical team in a multinational company on a joint project and run basic independent open-source data collection on a target market
be able to analyze unknown product market for size, structure, dynamics, key trends, barriers, opportunities and differences from a known market
be able to assess high-level market’s attractiveness and recommend market entry
know how to provide management with basic data analysis and structured recommendations

Содержание учебной дисциплины

Course overview and logistics
Review on business strategy and marketing role in it
Guest speaker: Management Consultant with examples of strategy work and role of marketing in them
Core marketing strategies
Guest speaker: Marketing manager with examples of local product management practices
Difference between international and domestic marketing strategies
Guest speaker: Marketing executive who worked in a global role, managing products across multiple countries
Market entry planning and modelling best practices
Guest speaker: Management consultant with extensive experience in market entrance strategies
Market selection and sizing
Understanding consumer
Selecting or designing product for launch
Go-to-market strategy
Communication mix
Financial decision making
Putting it all together: final team projects presentations
Guest jury: a panel of 2-3 guest executives with relevant roles to judge team presentations, plus 1-2 academics from the university to evaluate the academic robustness of the findings.

Элементы контроля

Team project
mid-term quiz
final quiz
course participation

Промежуточная аттестация

Interim assessment (2 module)
0.1 * course participation + 0.2 * final quiz + 0.2 * mid-term quiz + 0.5 * Team project

Программа дисциплины