Master
2021/2022
International Marketing
Type:
Compulsory course (Marketing: Digital Technology and Marketing Communications)
Area of studies:
Management
Delivered by:
Department of Marketing
Where:
Graduate School of Business
When:
1 year, 4 module
Mode of studies:
distance learning
Online hours:
16
Open to:
students of all HSE University campuses
Instructors:
Vera Butkovskaya
Master’s programme:
Маркетинг: цифровые технологии и маркетинговые коммуникации
Language:
English
ECTS credits:
4
Contact hours:
32
Course Syllabus
Abstract
This 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 examination of the key management decisions on developing and executing successful global marketing strategy. The emphasis is on the strategic implications of competition in different national markets and on a global arena. The course is relevant for both future professional application and further scientific studies.
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.
- 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, concepts to be successful 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
- Topic 1-2. Introduction to International Marketing:
- Topic 3. The Global market environment:
- Topic 4. Selection of International Markets:
- Topic 5. International Marketing Strategy
- Topic 6-7. International Marketing Mix:
- Topic 8. International Marketing Plan (Team Project Preparation):
Assessment Elements
- Individual assignments (Case studies)Individual assignment, case study text should be read by students before the related sessions.
- Team ProjectDone in groups, delivered in form of a brief pdf report and oral presentation*. *In case the student cannot present on the day of the presentation he/she should inform the professor min 2 weeks ahead.
- Final ExamBased on theoretical seminars and practical sessions. Students will have a list of topics for the exam preparation.
Interim Assessment
- 2021/2022 4th module0.2 * Team Project + 0.3 * Individual assignments (Case studies) + 0.5 * Final Exam
Bibliography
Recommended Core Bibliography
- International marketing, , 2020
Recommended Additional Bibliography
- Global marketing : contemporary theory, practice, and cases, Alon, I., 2017
- Global marketing and advertising : understanding cultural paradoxes, Mooij de, M., 2019
- Global marketing, Keegan, W. J., 2017
- Marketing & economics : an integrated approach to making effective business decisions in the world of global marketing, Kermally, S., 2016
- Research in international marketing, , 2013