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Bachelor’s Programme 'International Programme in Business and Economics'
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Bachelor’s Programme 'International Programme in Business and Economics'

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Academic Supervisor
Krakovich, Victor
Academic Supervisor
Kozachenko, Ekaterina
Manager
Aleksandrova, Oksana
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International Marketing

2025/2026
Academic Year
ENG
Instruction in English
3
ECTS credits
Delivered at:
Department of Management
Course type:
Compulsory course
When:
3 year, 3 module

Instructors


Бурко Екатерина Дмитриевна


Polosukhina, Alexandra

Course Syllabus

Full SyllabusAsk Question

Abstract

This course is designed to develop students' comprehensive understanding of international marketing in the contemporary global context. The course emphasizes practical aspects of working with international markets, cultural specificities of various regions, and adaptation of marketing strategies to local conditions. Special attention is given to modern digital tools and AI technologies in international marketing.
Learning Objectives

Learning Objectives

  • Development of systematic understanding of international marketing principles
  • Enhancement of international marketing strategy development skills
  • Mastery of international market analysis methods
  • Acquisition of practical skills with modern marketing tools
Expected Learning Outcomes

Expected Learning Outcomes

  • Analysis of social media data.
  • - Describe cross-cultural experience
  • Practice the process of analyzing marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan
  • A student selects and uses data collection and storage tools.
  • - Learn features of international marketing
  • - Know specifics of the marketing mix of an international company
  • Evaluate marketing mix standardization and adaptation practices.
  • To know how to make global marketing analysis and select proper countries to enter
  • Be able to demonstrate a basic knowledge in the main social media platforms
  • Analyze real-world case studies to understand brand management challenges and solutions. These outcomes ensure that students gain both theoretical knowledge and practical skills in brand management.
  • Learn tools for conducting Research methodology
Course Contents

Course Contents

  • Introduction to International Marketing
  • International Marketing Environment Analysis
  • Cultural Aspects of International Markets
  • International Marketing Research
  • International Marketing Mix
  • Digital Marketing in International Context
  • International Branding
  • International Market Entry Strategies
Assessment Elements

Assessment Elements

  • non-blocking Lecture tests
    The lectures will incorporate brief assessments to evaluate the comprehension of the material being presented. Sample question provided with multiple choice options and explanation.
  • non-blocking Seminar Participation and Activities
  • non-blocking Homework Assignments
  • non-blocking Final marketing strategy
Interim Assessment

Interim Assessment

  • 2025/2026 3rd module
    Lecture tests*0,14+Seminar Participation and Activities*0Assignments*0,28+Final marketing strategy*0,3+Homework Assignments*0,28
Bibliography

Bibliography

Recommended Core Bibliography

  • Casanova, S. de S., & Miranda, S. M. L. (2015). Intercultural management and communication: essential tools in today’s global market for managers and organizations. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.77E19623
  • Cases in marketing, Lockley, L. C., 1964
  • Digital marketing analytics : making sense of consumer data in a digital world, Hemann, Ch., 2013
  • Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
  • Global marketing, Kegan, W., 2005
  • Keegan, W. J., & Green, M. C. (2017). Global Marketing, Global Edition (Vol. Ninth edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419675
  • Kotler, P. (1964). Marketing Mix Decisions for New Products. Journal of Marketing Research (JMR), 1(1), 43–49. https://doi.org/10.2307/3150319
  • Marketing research. An international approach, Schmidt M.J., Hollensen S., 2006
  • Research methodology : a step-by-step guide for beginners, Kumar, R., 2019
  • Simon Hall. (2020). B2B Digital Marketing Strategy : How to Use New Frameworks and Models to Achieve Growth. Kogan Page.
  • Youn-Kyung Kim, & Pauline Sullivan. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and Textiles, (1), 1. https://doi.org/10.1186/s40691-018-0164-y

Recommended Additional Bibliography

  • B2B Digital Marketing Plan for Attracting New International Customers and Building Brand Awareness Globally : Case: AMA Co., Ltd. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.2C689A3F
  • Basic marketing : a managerial approach, McCarthy, E. J., 1984
  • Business-to-business marketing management: a global perspective, Blythe, J., 2005
  • Handbook of Business-to-Business Marketing
  • International Marketing : A Strategic Approach to World Markets Majaro, Simon Routledge 2012 ISBN: ISBN number:9780415643368, ISBN number:9781135133665 SERIES: Routledge Library Editions: International Business Ser.
  • Malhotra, N. K. (2014). Basic Marketing Research: Pearson New International Edition : Leeds University Business School (Vol. Pearson new international edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1418035
  • Manrai, A. K. (2019). New Research on Designing Elements of an International Marketing Mix. https://doi.org/10.1080/08911762.2019.1620457
  • Nair, S. R. (2009). Consumer Behaviour and Marketing Research : (text and Cases) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332241
  • Ravi Pathak. (2013). Basics of Marketing Research Methods. [N.p.]: Anmol Publications PVT. LTD. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1816123
  • Strategic marketing management, Lambin, J., 1997
  • Total branding: Мифодизайн постинформационного общества. Бренды и их роль в современном бизнесе и..., Тульчинский, Г. Л., 2013
  • Warren J. Keegan. (2013). Global Marketing Management: International Edition. Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1418963
  • Английский язык в сфере маркетинга = Professional English: Marketing : учебник / Д. А. Миронова, Н. А. Калашникова, Е. В. Коробова [и др.] ; под ред. Д. А. Мироновой, Н. А. Калашниковой, Е. В. Коробовой. — Москва : КноРус, 2024. — 230 с. — ISBN 978-5-406-11923-5. — URL: https://book.ru/book/950232 (дата обращения: 04.07.2025). — Текст : электронный.

Authors

  • Polosukhina Aleksandra Vitalevna
  • GRIGOREVA MARIYA DMITRIEVNA
HSE Campus in St. Petersburg → Bachelor's programmes → St Petersburg School of Economics and Management → International Programme in Business and Economics → Courses → International Marketing, 2025/26 Academic year
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