Bachelor
2024/2025
International Marketing
Type:
Compulsory course (Marketing and Market Analytics)
Area of studies:
Management
Delivered by:
Department of Marketing
When:
3 year, 1 module
Mode of studies:
offline
Open to:
students of all HSE University campuses
Language:
English
ECTS credits:
4
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
- Projet
- Case study - Team Presentation
- Case study - Individual Participation
- Periodic controlThe periodic control will be online with Proctoring. The video recording is a matter of obligatory revision before publishing final grandes. The use of AI generative text can cause a question suspension.
- Final ExamExam will be online with Proctoring. The video recording is a matter of obligatory revision before publishing final grandes. The use of AI generative text can cause a question suspension.
Interim Assessment
- 2024/2025 1st module0.18 * Case study - Individual Participation + 0.12 * Case study - Team Presentation + 0.4 * Final Exam + 0.1 * Periodic control + 0.2 * Projet
