2024/2025

Международный маркетинг

Статус: Маго-лего

Кто читает: Департамент менеджмента

Когда читается: 1, 2 модуль

Охват аудитории: для своего кампуса

Преподаватели: Чемыхин Виктор Кириллович

Язык: английский

Кредиты: 3

Course Syllabus

Abstract

This course is dedicated to global issues and outlines concepts relevant to all international marketers. It emphasizes the importance of considering international marketing management from a global perspective and provides an overview of key managerial tools for developing and implementing a successful global marketing strategy. It is crucial to understand that even if a company is not engaged in international activities, it is still influenced by factors in the international environment and faces foreign competitors. The focus is on the real challenges of international business when entering Asia-Pacific markets. The issues discussed are most relevant to the B2B segment of international business, but also touch upon the challenges of introducing new B2C products to international markets. This course is relevant both for future professional applications and for academic research.

Learning Objectives

• To highlight the importance of view marketing from a global perspective
• To develop an understanding of the 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 and thus 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

• Describe the product, its target audience, and a unique sales offer
• Use global reports to analyze the global economic situation
• Use a wide range of open sources to assess potential markets and their environment
• Analyze global and industry business trends and formulate business hypotheses from them
• Develop an international marketing plan
• Differentiate the international pricing strategy
• Choose the most effective channels and means of international distribution
• Apply basic corporate responsibility practices

Course Contents

• Introduction to International marketing. Global Marketing Environment.
• International Market entry modes
• Opportunity Analysis and Selection of International Markets
• Product understanding and strategic marketing
• Market analysis and evaluation in context of incomplete available information
• International Marketing plan development
• Goals statement and financial plan

Assessment Elements

• Group project
  In team of 4-6 students should develop the marketing strategy for the chosen product for the asia-pacific market entry. Group project is finished one week before the exam.
• Exam
  Students individually should perform the brief executive summary in text format with the trend analysis, market over review and recommendation for the companies’ market expansion in international market. Exam is made at home during the module session period and 24 hours are given for it. The use is generative AI should be reflected at the beginning of the work as a note.

Interim Assessment

• 2024/2025 2nd module
  0.3 * Exam + 0.7 * Group project

Bibliography

Recommended Core Bibliography

• 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
• Janell NaKia Harvey. (2019). Localizing Global Marketing Strategies : Emerging Research and Opportunities. Hershey: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2316537
• 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
• Lin, F.-J., & Ho, C.-W. (2018). The knowledge of entry mode decision for small and medium enterprises. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.103C0010
• Michael Neubert. (2017). International Pricing Strategies for Born-Global Firms. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.EC5A9F08
• 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
• 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
• 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

• International marketing : strategy and management, Gilligan, C., 2013
• International marketing, Baack, D. W., 2013
• Mangram, M. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis. Journal of Strategic Marketing, 20(4), 289–312. https://doi.org/10.1080/0965254X.2012.657224
• 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

Authors

• Budko Viktoriia Aleksandrovna