Магистратура
2024/2025
Международные маркетинговые стратегии
Статус:
Курс по выбору (Маркетинг - менеджмент)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
2-й курс, 3 модуль
Формат изучения:
с онлайн-курсом
Онлайн-часы:
20
Охват аудитории:
для своего кампуса
Преподаватели:
Бутковская Вера Петровна
Прогр. обучения:
Маркетинг - менеджмент
Язык:
английский
Кредиты:
3
Course Syllabus
Abstract
The purpose of the course is to introduce the main concepts of international marketing including the preparation and execution of marketing strategies within an international context, emphasizing the importance of a global perspective in understanding international markets. It provides a solid foundation for navigating the complexities of international market competition and addressing the needs of diverse target audiences. Students will gain insights into the cultural, administrative, economic, and geographic factors that influence marketing functions, enabling them to adapt existing strategies effectively. The course includes theoretical reviews, supplementary reading materials, and case-based practical seminars featuring real-life examples from well-known international companies. This course is valuable for both future marketing professionals and researchers.
Learning Objectives
- We will aim to develop an in-depth and considered understanding of the key issues that have to do with the applications of Marketing in companies with an International Orientation.
- Main objectives: 1. To highlight the importance of view marketing from a global perspective. 2. To develop an understanding of the basic concepts of international marketing management. 3. To gain skills for international marketing strategy development. 4. 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. 5. To provide students with models, theories, frameworks, perspectives, and concepts to succeed in the global arena.
Expected Learning Outcomes
- To adapt the product to local consumers’ needs. To choose an international pricing strategy for the particular case. To choose the most effective channels and means for international distribution. To develop a communication plan in the international market.
- To apply international marketing and management frameworks. To select a proper country/market to enter. To differentiate entry modes.
- To define the basis of global competitive advantage and positioning strategy.
- To develop an international marketing plan.
- To understand cultural differences in managing multinational companies. To use world reports for analysis of the world economic situation.
- To understand the specifics of international marketing.
Course Contents
- Introduction to International Marketing
- The Global market environment
- Selection of International Markets
- Global Marketing Strategy
- International Marketing Mix
- Global and Regional Marketing Trends
Assessment Elements
- Case studies Participation4 seminars participation during the course.
- Case study - Periodic ControlThere will be two quizzes in total: 1st based on Cases 1-2 and 2nd on Cases 3-4. The periodic control will be online. The online test does not allow returning to the previous question.
- Final ExamThe Final Exam will be online with Proctoring. The video recording requires obligatory revision before publishing the final grades. The use of AI generative text can cause a question suspension. The online test has no option to return to the previous question.
