Магистратура
2021/2022
Международные маркетинговые стратегии
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
Онлайн-часы:
12
Охват аудитории:
для своего кампуса
Прогр. обучения:
Международный бизнес
Язык:
английский
Кредиты:
4
Контактные часы:
40
Course Syllabus
Abstract
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. Pre-requisites: International Marketing, International Business Research, Intro to Accounting, International Corporate Finance
Learning Objectives
- 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
Expected Learning Outcomes
- 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 at high level which market entry mode is suitable for a specific product and market
- be able to assess high-level market’s attractiveness and recommend market entry
- 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
- know about marketing role in business strategy
- know how to provide management with basic data analysis and structured recommendations
- know how to run basic independent open-source data collection on a target market
- know the basic marketing strategies
- learn about international and domestic marketing strategies
Course Contents
- Course overview and logistics
- Review on business strategy and marketing role in it
- Core marketing strategies
- Difference between international and domestic marketing strategies
- Market entry planning and modelling best practices
- 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
Assessment Elements
- Team project
- mid-term quiz
- final quiz
- course participation
- Team project
- mid-term quiz
- final quiz
- course participation
Interim Assessment
- 2021/2022 2nd module0.2 * mid-term quiz + 0.5 * Team project + 0.2 * final quiz + 0.1 * course participation
Bibliography
Recommended Core Bibliography
- International Marketing (RLE International Business) : Strategy and Management Gilligan, Colin; Hird, Martin Routledge 2012 ISBN: ISBN number:9780415641135, ISBN number:9781135133870 SERIES: Routledge Library Editions: International Business Ser.
- Onkvisit, S., & Shaw, J. J. (2009). International Marketing : Strategy and Theory (Vol. 5th ed). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=275440
Recommended Additional Bibliography
- International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275
- Marketing in the 21st Century Emerald Group Emerald Publishing Limited 2004 ISBN: ISBN number:9781846632907, ISBN number:9781846632907