Bachelor
2022/2023
International Marketing
Type:
Compulsory course (Marketing and Market Analytics)
Area of studies:
Management
Delivered by:
Department of Marketing
Where:
Graduate School of Business
When:
4 year, 1, 2 module
Mode of studies:
offline
Open to:
students of all HSE University campuses
Language:
English
ECTS credits:
4
Contact hours:
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
Bibliography
Recommended Core Bibliography
- International marketing, Cateora, P. R., 2007
Recommended Additional Bibliography
- International marketing, Cateora Philip R., Graham J.L., 2005
- International marketing, Ghauri P., Cateora Philip R., 2006
Presentation
- Note
Note. Students can receive 8 ("excellent") grades for the assessment activities following minimum basic requirements. To get a 9-10 (“excellent”) grade, students should provide extra interest and knowledge, for example, by participating actively in seminars, developing additional content for the team project, and, providing some case examples outside the course content in the exam open questions.