Bachelor 2024/2025

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 one campus

Instructors: Vera Butkovskaya, Alexander V. Lebedev

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

Assessment Elements

• Final Exam
  The 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.
• Projet
• Periodic control
  The periodic control 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.
• Case studies - Individual Activity
  Each case study grade is based on presentation and participation in in-class discussions (using theoretical concepts and additional examples).
• Case study - Team assessment
  Each case study grade is based on presentation and participation in in-class discussions (using theoretical concepts and additional examples).

Interim Assessment

• 2024/2025 2nd module
  0.21 * Case studies - Individual Activity + 0.09 * Case study - Team assessment + 0.4 * Final Exam + 0.1 * Periodic control + 0.2 * Projet

Bibliography

Recommended Core Bibliography

• Global marketing and advertising : understanding cultural paradoxes, Mooij de, M., 2019
• International marketing, , 2020

Recommended Additional Bibliography

• Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
• Manrai, A. K. (2019). New Research on Designing Elements of an International Marketing Mix. https://doi.org/10.1080/08911762.2019.1620457
• Samiee, S., & Chirapanda, S. (2019). International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), 20–37. https://doi.org/10.1177/1069031X18812731

Authors

• BUTKOVSKAYA VERA PETROVNA
• FILIPSKAYA ELENA VLADIMIROVNA