Международный маркетинг

Бакалавриат 2022/2023

Статус: Курс по выбору (Управление бизнесом)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 3-й курс, 3 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Бакотина Регина Ришатовна, Лебедев Александр Валерьевич

Язык: английский

Кредиты: 4

Контактные часы: 40

Full Syllabus Ask Question

Abstract

The course addresses global issues and describes concepts relevant to all international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides an overview of the key management decisions on developing and executing a successful global marketing strategy. It is important to understand whether a company participates in international activities or not, nevertheless, it is under the influence of factors of the international environment and faces foreign competitors. The emphasis is made on case studies, real international business challenges, and understanding of cultural differences in marketing programs and marketing communications. The course is relevant for both future professional applications and scientific studies.

Learning Objectives

To highlight the importance of viewing marketing from a global perspective.
To develop an understanding of the basic concepts of international marketing management.
To gain skills for international marketing strategy development.
To challenge students to shift from being a receiver of ideas, facts, concepts and techniques, to a style of generating ideas, identifying problems, analyzing and evaluating alternatives. Therefore to develop the most important international marketers’ skills.
To provide students with models, theories, frameworks, perspectives, concepts to be successful in the global arena.

Expected Learning Outcomes

To adapt product to local consumers need
To adapt to local peculiarities and overcome misunderstandings in global negotiation
To apply BERI and CAGE model to select proper country to enter
To apply main practices of corporate responsibility
To choose international pricing strategy for the particular case
To choose the most effective channels and means for international distribution
To decide, where to place R&D, research and production facilities
To develop international marketing plan
To differentiate entry modes
To differentiate international pricing strategy
To understand cultural differences in managing multinational company
To use world reports for analysis of world economic situation.

Course Contents

Introduction to International marketing. Global Marketing Environment
Cultural aspects of international marketing. Cross-Cultural Competences. A cultural approach to consumers' behavior
International Marketing plan development.
Opportunity Analysis and Selection of International Markets
International Market Entry Modes
Global Corporate Citizenship
International Product and Brand Management.
Global Pricing
Managing Global Distribution Channels
International Marketing Communications
Coordinating global marketing operations and relations.
What is international marketing? Reasons for Internationalization

Assessment Elements

Middle Term test
The test may be conducted using distance technology, as well as a control procedure (proctoring)
Case study
"Segezha Group is a vertically integrated Russian timber holding. Through direct access to raw material base, the holding manages to ensure low production costs and high business profitability. This is an important competitive advantage on the international market. The company had a successful IPO in 2021, but due to the change in the geopolitical situation in 2022, the commercial and operational environment of the business was drastically revised and the traditional supply chain was disrupted. The holding company needed the help of a case study hero, an external consultant. He was to analyse the export strategy and determine the next steps for the group of companies.
Final exam
The examination may be conducted using distance technology, as well as a control procedure (proctoring) Offline exam using StartExam (in the computer class).

Interim Assessment

2022/2023 3rd module
0.25 * Middle Term test + 0.5 * Final exam + 0.25 * Case study

Bibliography

Recommended Core Bibliography

A multi-faceted examination of the export product adaptation—customer value creation relationship [Abstract]. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.ED6E52B3
Alon, I., Jaffe, E. D., & Vianelli, D. (2016). Global Marketing : Contemporary Theory, Practice, and Cases (Vol. Second edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417364
Athukorala, P., Dixon, P. B., & Rimmer, M. T. (2018). Global Supply Chains: Towards A Computable General Equilibrium Analysis. Economic Papers, 37(3), 198–219. https://doi.org/10.1111/1759-3441.12213
Catalin Mihail BARBU. (2011). Cultural Adaptation of Products. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.B431C7BF
Chen, L. (2017). Intercultural Communication. Boston: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1504955
Choice of Market Entry Mode is Contingent on Environment: Integrating the Resource Dependence and Contingency Theory Perspectives. (2019). https://doi.org/10.5281/zenodo.3415346
Chong Wu, Fang Huang, Caihong Huang, & Huiming Zhang. (2018). Entry Mode, Market Selection, and Innovation Performance. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.C2E6C172
Companies’ contribution to sustainability through global supply chains. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.38A01A7E
Daniel Kinderman. (2018). Corporations and global standards of corporate social responsibility. Chapters, 365. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.h.elg.eechap.16821.23
Global supply chains and social relations at work: Brokering across boundaries. (2018). https://doi.org/10.1177/0018726718756497
Hackert, A. M., Krumwiede, D., Tokle, J., & Vokurka, R. J. (2012). Global Corporate Social Responsibility Practices and Cultural Dimensions. SAM Advanced Management Journal (07497075), 77(4), 33–41. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=88168633
Hockley, L. R. (2010). Global Operations Management. New York: Nova Science Publishers, Inc. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=387471
Hollensen, S. (2016). Global Marketing (Vol. 0007). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419709
Jamali, D., & IGI Global. (2017). Comparative Perspectives on Global Corporate Social Responsibility. Hershey, Pennsylvania [701 E. Chocolate Avenue, Hershey, PA 17033, USA]: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1338230
Keegan, W. J., & Green, M. C. (2017). Global Marketing, Global Edition (Vol. Ninth edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419675
Keegan, W. J., & Schlegelmilch, B. B. (2015). Global marketing management. Slovenia, Europe: Financial Times/Prentice Hall. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.80DE26EC
KIM, Y. H., & DAVIS, G. F. (2016). Challenges for Global Supply Chain Sustainability: Evidence from Conflict Minerals Reports. Academy of Management Journal, 59(6), 1896–1916. https://doi.org/10.5465/amj.2015.0770
Leonidou, L. C., Katsikeas, C. S., Samiee, S., & Aykol, B. (2018). Advances in Global Marketing : A Research Anthology. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1620761
Park, K. M., Meglio, O., & Schriber, S. (2019). Building a global corporate social responsibility program via mergers and acquisitions: A managerial framework. Business Horizons, (3), 395. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.bushor.v62y2019i3p395.407
Piller, I. (2011). Intercultural Communication : A Critical Introduction. Edinburgh: Edinburgh University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=370802
Piller, I. (2017). Intercultural Communication : A Critical Introduction (Vol. Second edition). Edinburgh: EUP. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1585003
Schlegelmilch, B. B. (2016). Global Marketing Strategy : An Executive Digest. Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1175378
Scollon, R., Jones, R. H., & Scollon, S. W. (2011). Intercultural Communication : A Discourse Approach (Vol. 3rd ed). Hoboken: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=471145
Yeming Gong. (2013). Global Operations Strategy. Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.spr.sptbec.978.3.642.36708.3

Recommended Additional Bibliography

Gillespie, K., & Hennessey, H. D. (2015). Global Marketing (Vol. Fourth edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1021279
International marketing : strategy and management, Gilligan, C., 2013
International marketing, Baack, D. W., 2013

Authors

LEBEDEV ALEKSANDR VALEREVICH
Берга Федор Сергеевич

Course Syllabus