2023/2024![Learning Objectives](/f/src/global/i/edu/objectives.svg)
![Expected Learning Outcomes](/f/src/global/i/edu/results.svg)
![Course Contents](/f/src/global/i/edu/sections.svg)
![Assessment Elements](/f/src/global/i/edu/controls.svg)
![Interim Assessment](/f/src/global/i/edu/intermediate_certification.svg)
![Bibliography](/f/src/global/i/edu/library.svg)
International Marketing Strategies
Type:
Mago-Lego
Delivered by:
Department of Marketing
When:
3 module
Online hours:
20
Open to:
students of one campus
Instructors:
Ekaterina V. Buzulukova
Language:
English
ECTS credits:
3
Contact hours:
16
Course Syllabus
Abstract
The purpose of the course is to introduce the main concepts of international marketing, to teach how to use special tools for the development of an international marketing strategy and adapt it to the particularities of the country. The course will be useful not only for those who plan to make their career in international companies, but also for those who want to clarify why some foreign companies are successful in local markets and others are not, as well as how best deal with international partners.
The course addresses global issues and describes concepts relevant to all international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides an overview of the key management decisions about product, communication, distribution, and pricing on performing a successful global marketing strategy. The emphasis in seminars is made on case studies, real international business challenges, and understanding of cultural differences.
Students of the course should have a broad view of the international arena and be aware of current international trends. A high interest in understanding the features of developing an international marketing strategy is appreciated.
As a final group project, students will develop an international marketing strategy taking into account current realities. As we progress through the course topics, we will consistently perform the tasks of the final project. Feedback will allow you to fix comments before the time of final project delivery.
Learning Objectives
- To know how to make global marketing analysis and to select proper countries to enter
- To provide students with models, theories, frameworks, concepts to be successful in the global arena.
- To gain skills for international marketing strategy development
- To choose proper entry modes for current circumstances
- To balance developing operational marketing strategies between standardization and localization approaches.
Expected Learning Outcomes
- To adapt product to local consumers need
- To adapt to local peculiarities and overcome misunderstandings in global negotiation
- To choose international pricing strategy for the particular case
- To differentiate entry modes
- To know how to make global marketing analysis and select proper countries to enter
- To choose proper entry modes for current circumstances.
- To balance developing operational marketing strategies between standardization and localization approaches.
- Ability to develop international marketing strategy
- The choice of a proper international positioning strategy
- To find a balance between standardization and localization approaches in managing international marketing operations
Course Contents
- What is international marketing? Reasons for Internationalization
- Selection of International Markets. Risks of internationalization
- International Market Entry Modes
- The choice of a proper entry mode
- Positioning. Creating, Developing, and Maintaining Competitive Advantage. Global marketing strategies
- International Product and Brand Management.
- Global Pricing
- International Marketing Communications
- Managing Global Distribution Channels
- Multicultural Negotiations
Assessment Elements
- Mini-tests on course topicsMini-tests on course topics
- Home tasksHome tasks 1. The choice of a country to enter Home tasks 2. Selecting a proper entry mode to enter
- Webinar activityTo a large extent, learning in this class is related to your willingness to expose your insights and viewpoints to the critical judgment of your classmates. Thus, each one of you is expected to contribute to class discussions. This includes preparation for class by doing the assigned reading, thoroughly preparing any assigned problems, and presenting your opinions or summaries of material covered in class. The basis for class participation is quality, not quantity.
- Final test
- Group project presentation of international markting strategy development1. Executive Summary / cover/ main goal 2. Company (Product) Description 3. Environmental analyses of target countries using PESTEL, BERI-Index, CAGE Model and implications that include: 3.1. Criteria for choosing countries to enter 3.2. Entry mode selection 3.3. Local market opportunities analyses and risks 4. Competitors analyses (global + local). Benchmarking. Competitive advantages analyses of your company 5. Targeting, positioning 6. Type of International Marketing strategy 7. International Communication activities to support the strategy 8. Recommended pricing strategy 9. Distribution 10. Conclusions All the necessary information is presented.
Interim Assessment
- 2023/2024 3rd module0.25 * Final test + 0.25 * Group project presentation of international markting strategy development + 0.2 * Home tasks + 0.15 * Mini-tests on course topics + 0.15 * Webinar activity
Bibliography
Recommended Core Bibliography
- Alon, I., Jaffe, E. D., & Vianelli, D. (2016). Global Marketing : Contemporary Theory, Practice, and Cases (Vol. Second edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417364
- Chen, L. (2017). Intercultural Communication. Boston: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1504955
- Chong Wu, Fang Huang, Caihong Huang, & Huiming Zhang. (2018). Entry Mode, Market Selection, and Innovation Performance. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.C2E6C172
- Ferri, G. (2018). Intercultural Communication : Critical Approaches and Future Challenges. Cham, Switzerland: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1709221
- Hollensen, S. (2016). Global Marketing (Vol. 0007). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419709
- 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
- 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
Recommended Additional Bibliography
- Athukorala, P., Dixon, P. B., & Rimmer, M. T. (2018). Global Supply Chains: Towards A Computable General Equilibrium Analysis. Economic Papers, 37(3), 198–219. https://doi.org/10.1111/1759-3441.12213
- Catalin Mihail BARBU. (2011). Cultural Adaptation of Products. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.B431C7BF
- Companies’ contribution to sustainability through global supply chains. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.38A01A7E
- International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275
- KIM, Y. H., & DAVIS, G. F. (2016). Challenges for Global Supply Chain Sustainability: Evidence from Conflict Minerals Reports. Academy of Management Journal, 59(6), 1896–1916. https://doi.org/10.5465/amj.2015.0770
- 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
- Sherlekar, S. A., & Sherlekar, V. S. (2010). Global Marketing Management : (under Value-based Integrated Customerised Approach) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332271