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Regular version of the site

Project Seminar

Academic Year
Instruction in English
ECTS credits
Course type:
Compulsory course
1 year, 2 module


Свица Татьяна Юрьевна

Course Syllabus


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

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

Course Contents

  • International Market Entry as Strategy
    Geographic, Product, and Customer angles. Strategy and elements of a strategy. Game theoretic analysis of strategy
  • Corporate Strategy
    Porter’s Three Generic Strategies. Kay’s model of Distinctive Capabilities and Strategic Assets. What business are we in?Market definition and sizing
  • International Market Entry
    Objectives and purpose. Market definition. Assessing country markets with CAGE. Modes of entry; pros and cons. Risks and mitigation strategy
  • Marketing and brand strategy
    Research and diagnosis. Learning from Extreme Customers. Adoption curves. Funnels and customer journeys. STP Framework. Globalisation vs Localisation
  • B2B and B2C Market Entry
    Buying centres. Cultural considerations. Cracking emerging markets
  • Sales and marketing plans
    Objectives and tracking. Zero-based budgeting. The long and the short
  • Execution through the Marketing Mix
    Building market dominance with the 4 P’s. Marketing innovation and leapfrogging. The role of sales and other business functions
  • Financial plans
    Sales forecast. Income statement. Cash flow. Balance sheet. Breakeven analysis
  • Business law in Russia
    Starting/closing a business. Directors and Shareholders. Mergers and acquisitions. Joint ventures
  • Tax law in Russia
    Corporate tax planning
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

  • Interim assessment (2 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%


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