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Course Syllabus

Master 2021/2022

Project Seminar

Type: Compulsory course (Master in International Business)
Area of studies: Management
Delivered by: Department of Management
Where: St.Petersburg School of Economics and Management
When: 1 year, 2 module
Mode of studies: offline
Open to: students of one campus
Instructors: Elena Serova
Master’s programme: International Business
Language: English
ECTS credits: 3
Contact hours: 24

Course Syllabus

Full SyllabusAsk Question

Abstract

There is a strong practical component to the course, reflecting real world situations that a company’s strategy team would face. Through the course and within their project groups, students will research and develop a strategic international market entry plan for an existing business into Russia. They will then present their market entry plan to a panel of academics and business leaders.
Learning Objectives

Learning Objectives

  • This course aims to arm students with strong theoretical fundamentals on international market entry, with an angle on entry of existing international businesses into Russia.
Expected Learning Outcomes

Expected Learning Outcomes

  • Analyse key considerations for B2B and B2C market entry
  • Answer a fundamental question: “What business are we in?”
  • Appreciate the inherent tension between a company’s local and global operations
  • Articulate the role of market research and diagnosis in informing a selected mode of entry, and to weigh up various modes of entry
  • Assess how international market entry can be executed through the marketing mix, and in particular with the use of marketing innovation
  • Consider market entry in all 3 (geographic, product, and market) angles
  • Define and size a market opportunity, using both qualitative and quantitative techniques
  • Describe the nature and components of corporate strategy, including the role of distinctive assets and competitive advantages
  • Discuss the main tenets of corporate and tax law in Russia, including how a business is started in Russia
  • Explain the role of brands in international market entry
  • Explain the strategic nature of International Market Entry, how it supports the corporate strategy, and how it is supported by various business functions (sales, marketing, finance, etc.)
  • Formulate a comprehensive view of strategy and strategic thinking
  • Identify, estimate, and mitigate for various risks
  • Map out a market entry approach and plan
  • Produce a financial plan and set sales and marketing objectives and zero-based budgets
  • Think critically about how various corporate strategies can be applied to different challenges
  • Understand why companies might consider international market entry, and how to rank the relative attractiveness of various markets
Course Contents

Course Contents

  • International Market Entry as Strategy
  • Corporate Strategy
  • International Market Entry
  • Marketing and brand strategy
  • B2B and B2C Market Entry
  • Sales and marketing plans
  • Execution through the Marketing Mix
  • Financial plans
  • Business law in Russia
  • Tax law in Russia
Assessment Elements

Assessment Elements

  • non-blocking Seminars Attendance and Participation - 20% Peer review of individual contribution by group member
  • non-blocking The course includes process and summative assessment. Process (40%) Seminars - 20% Peer review of
Interim Assessment

Interim Assessment

  • 2021/2022 2nd module
    The course includes process and summative assessment. Process (40%) Seminars - 20% Peer review of individual contribution by group members - 20% Summative (60%) Market Entry Plan (Group Project) - 50% Group presentation - 10% Total - 100%
Bibliography

Bibliography

Recommended Core Bibliography

  • Cross-Cultural Business Behavior : A Guide for Global Management Richard R. Gesteland Samfundslitteratur 2007
  • International Marketing (RLE International Business) : Strategy and Management Gilligan, Colin; Hird, Martin Routledge 2012 ISBN: ISBN number:9780415641135, ISBN number:9781135133870 SERIES: Routledge Library Editions: International Business Ser.

Recommended Additional Bibliography

  • Angel Wong An Kee, & Rashad Yazdanifard. (2015). The Review of Content Marketing as a New Trend in Marketing Practices. International Journal of Management, Accounting & Economics, 2(9), 1055–1064. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=116258275