Бакалавриат
2024/2025
Международный маркетинг
Статус:
Курс обязательный (Маркетинг и рыночная аналитика)
Направление:
38.03.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
4-й курс, 1, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
4
Контактные часы:
40
Course Syllabus
Abstract
This course addresses fundamental issues and concepts relevant to international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides a basic understanding of global marketing strategy practices and decisions. The emphasis is on understanding the global markets' similarities and differences and evaluating potential international opportunities and risks.
Learning Objectives
- We will aim to develop an in-depth and considered understanding of the critical issues that have to do with the applications of Marketing in companies with an International Orientation.
Expected Learning Outcomes
- Define the international market and its specific characteristics.
- Analyze the main factors of global markets and the environment.
- Classify international market opportunities and risks.
- Evaluate the advantages of different market entry modes.
- Approach international targeting and positioning.
- Recognize the difference between global and multinational strategies.
- Evaluate marketing mix standardization and adaptation practices.
- Connect international marketing analysis and decision-making.
Course Contents
- Introduction
- International Market Analysis
- International Marketing Strategy
- Standartization vs. Adaptation
Assessment Elements
- Final ExamExam will be online with Proctoring. The video recording is a matter of obligatory revision before publishing final grandes. The use of AI generative text can cause a question suspension.
- Projet
- Case studies
- Periodic controlThe periodic control will be online with Proctoring. The video recording is a matter of obligatory revision before publishing final grandes. The use of AI generative text can cause a question suspension.
Interim Assessment
- 2024/2025 2nd module0.15 * Case studies + 0.15 * Case studies + 0.4 * Final Exam + 0.1 * Periodic control + 0.2 * Projet
Bibliography
Recommended Core Bibliography
- Global marketing and advertising : understanding cultural paradoxes, Mooij de, M., 2019
- International marketing, , 2020
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.
- Manrai, A. K. (2019). New Research on Designing Elements of an International Marketing Mix. https://doi.org/10.1080/08911762.2019.1620457
- 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