Магистратура 2021/2022

Проектный семинар

Статус: Курс обязательный (Международный бизнес /Master in International Business)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 1-й курс, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Серова Елена Геннадьевна

Прогр. обучения: Международный бизнес

Язык: английский

Кредиты: 3

Контактные часы: 24

Course Syllabus

Abstract

There is a strong practical component to the course, reflecting real world situations that a company’s strategy team would face. Through the course and within their project groups, students will research and develop a strategic international market entry plan for an existing business into Russia. They will then present their market entry plan to a panel of academics and business leaders.

Learning Objectives

• This course aims to arm students with strong theoretical fundamentals on international market entry, with an angle on entry of existing international businesses into Russia.

Expected Learning Outcomes

• Analyse key considerations for B2B and B2C market entry
• Answer a fundamental question: “What business are we in?”
• Appreciate the inherent tension between a company’s local and global operations
• Articulate the role of market research and diagnosis in informing a selected mode of entry, and to weigh up various modes of entry
• Assess how international market entry can be executed through the marketing mix, and in particular with the use of marketing innovation
• Consider market entry in all 3 (geographic, product, and market) angles
• Define and size a market opportunity, using both qualitative and quantitative techniques
• Describe the nature and components of corporate strategy, including the role of distinctive assets and competitive advantages
• Discuss the main tenets of corporate and tax law in Russia, including how a business is started in Russia
• Explain the role of brands in international market entry
• Explain the strategic nature of International Market Entry, how it supports the corporate strategy, and how it is supported by various business functions (sales, marketing, finance, etc.)
• Formulate a comprehensive view of strategy and strategic thinking
• Identify, estimate, and mitigate for various risks
• Map out a market entry approach and plan
• Produce a financial plan and set sales and marketing objectives and zero-based budgets
• Think critically about how various corporate strategies can be applied to different challenges
• Understand why companies might consider international market entry, and how to rank the relative attractiveness of various markets

Course Contents

• International Market Entry as Strategy
• Corporate Strategy
• International Market Entry
• Marketing and brand strategy
• B2B and B2C Market Entry
• Sales and marketing plans
• Execution through the Marketing Mix
• Financial plans
• Business law in Russia
• Tax law in Russia

Assessment Elements

• Seminars Attendance and Participation - 20% Peer review of individual contribution by group member
• The course includes process and summative assessment. Process (40%) Seminars - 20% Peer review of

Interim Assessment

• 2021/2022 2nd module
  The course includes process and summative assessment. Process (40%) Seminars - 20% Peer review of individual contribution by group members - 20% Summative (60%) Market Entry Plan (Group Project) - 50% Group presentation - 10% Total - 100%

Bibliography

Recommended Core Bibliography

• Cross-Cultural Business Behavior : A Guide for Global Management Richard R. Gesteland Samfundslitteratur 2007
• 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.

Recommended Additional Bibliography

• Angel Wong An Kee, & Rashad Yazdanifard. (2015). The Review of Content Marketing as a New Trend in Marketing Practices. International Journal of Management, Accounting & Economics, 2(9), 1055–1064. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=116258275