Master 2024/2025

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: offline

Open to: students of all HSE University campuses

Instructors: Vera Butkovskaya

Master’s programme: Маркетинг: цифровые технологии и маркетинговые коммуникации

Language: English

ECTS credits: 3

Course Syllabus

Abstract

The course “International Marketing” explores the development and implementation of marketing programs in international companies. It provides basic foundations of international marketing and explains how companies can grow globally through the execution of marketing research and operations. Students will be equipped with the skills to analyze international company’s product policy, evaluate pricing decisions in international business, develop promotions strategies for different countries and regions, adapt distribution systems to specifics of the targeted markets. The course gives insight into international similarities and differences in marketing functions as related to the cultural, economic, political, social, and physical dimensions of the environment. Students will learn to consider the changes in marketing systems and the adoption of marketing philosophies and practices to fill conditions in different countries.