Бакалавриат
2023/2024![Learning Objectives](/f/src/global/i/edu/objectives.svg)
![Expected Learning Outcomes](/f/src/global/i/edu/results.svg)
![Course Contents](/f/src/global/i/edu/sections.svg)
![Interim Assessment](/f/src/global/i/edu/intermediate_certification.svg)
![Bibliography](/f/src/global/i/edu/library.svg)
Международный маркетинг
Статус:
Курс по выбору (Международная программа «Международные отношения и глобальные исследования»)
Направление:
41.03.06. Публичная политика и социальные науки
Кто читает:
Факультет мировой экономики и мировой политики
Где читается:
Факультет мировой экономики и мировой политики
Когда читается:
3-й курс, 1 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Преподаватели:
Лебедев Александр Валерьевич
Язык:
английский
Кредиты:
3
Контактные часы:
40
Course Syllabus
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 develop an understanding of the basic concepts of international marketing management
Expected Learning Outcomes
- To adapt product to local consumers need
- To develop international marketing plan
- To understand cultural differences in managing multinational company
- To use world reports for analysis of world economic situation.
- Be able to use basic concepts, such as opportunity cost
- Practice the process of analyzing marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan
- Develop an appreciation for opportunity, how to recognize it, and how to evaluate it
- Develop the stages of the marketing plan.
- Knows key steps of marketing planning process
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
Interim Assessment
- 2023/2024 1st module0.25 * Case study + 0.25 * Middle Term test + 0.5 * The fiinal exam
Bibliography
Recommended Core Bibliography
- B2B Digital Marketing Plan for Attracting New International Customers and Building Brand Awareness Globally : Case: AMA Co., Ltd. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.2C689A3F
- International marketing, , 2020
- Luíza Fonseca, & Angela da Rocha. (2021). Rethinking Offshoring and International Marketing Strategies during the COVID-19 Pandemic. RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), Spe, 200216.
- Malcolm McDonald on marketing planning : understanding marketing plans and strategy, McDonald, M., 2017
- Management across cultures : challenges, strategies, and skills, Steers, R. M., 2020
- Research methods for strategic management, , 2016
- Анохина, М. Е., A guide to contemporary strategic analysis : учебное пособие / М. Е. Анохина, М. И. Максимов, Н. С. Середина. — Москва : Русайнс, 2023. — 193 с. — ISBN 978-5-466-01864-6. — URL: https://book.ru/book/946901 (дата обращения: 25.08.2023). — Текст : электронный.
- Салынская, Т. В., Business. Contacts across cultures and writing : учебное пособие / Т. В. Салынская, А. А. Ясницкая. — Москва : Русайнс, 2021. — 109 с. — ISBN 978-5-4365-7950-4. — URL: https://book.ru/book/941057 (дата обращения: 25.08.2023). — Текст : электронный.
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.
- McDonald, M., & Wilson, H. (2016). Marketing Plans : How to Prepare Them, How to Profit From Them (Vol. Eighth Edition). Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1360406
- Practical strategic management : how to apply strategic thinking in business, Kasahara, E., 2015
- 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
- WAN, Y. (2018). Going Global: Cross-Culture Management Strategies of Chinese Private Enterprises. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.56492E61