International Marketing

2023/2024

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс по выбору

Когда читается:

1-й курс, 1 модуль

Преподаватель

Лебедев Александр Владимирович

Course Syllabus

Abstract

The purpose of the course is to form theoretical knowledge and practical skills in the analysis and development of marketing strategies for the implementation of the foreign economic activity of the enterprise and their effective implementation. Within the framework of the International Marketing section of the discipline, students consider international marketing as a concept, study the methodological foundations of marketing research, get acquainted with the features of the analysis and selection of segments of international markets, learn ways to penetrate foreign markets, forms of organization of international business. As specific examples, during lectures and seminars, strategies for the entry of international brands into the Chinese and Southeast Asian markets and the specifics of the implementation of marketing strategies in Asia are considered.

Learning Objectives

• The objectives of mastering the academic discipline "International Marketing" are the formation of students systemic fundamental knowledge in the field of international marketing and marketing research, the acquisition of practical skills to use the basic principles, concepts and theories of international marketing and marketing research, functions, goals, changes taking place in the environment of interaction of companies in international markets, the specifics of foreign economic relations

Expected Learning Outcomes

• Understand general and differences in conceptual approaches to the essence of export, international and global marketing
• - Be able to use main features of the study of foreign markets
• - Learn features of international marketing
• - Know specifics of the marketing mix of an international company
• - Master main strategies for entering foreign markets and their advantages

Course Contents

• Block 1. Theoretical base of International Marketing.
• Block 2. Foreign Market Penetration Research and Strategies.
• Block 3. Specifications of world business organization
• Block 4. Foreign market business set-up.
• Block 5. International marketing integration.
• Block 6. Implementation of international marketing

Assessment Elements

• The Test
  The Test is written at the end of the Block 2 of the study of the discipline. The Test run in SmartLMS consisting of 15 questions. The Test time: 20 minutes.
• Case Studies Presentation
  Case studies presentation is oral presentation at seminars on a chosen case. The speech takes place in English and is written in the process of studying chapter 2. Max time of the speech: 15 minutes.
• Active work at seminars
  During the seminars, students receive additional points for participating in the discussion of the topic, asking questions to speakers after the Oral Presentations, expressing their own opinions related to the discussed topic in the seminar.
• The Examination
  The Exam is a Test in SmartLMS, consisting of 40 questions of different formats. Test is written at the end of the last lesson of the course. The response time is 60 minutes.

Interim Assessment

• 2023/2024 1st module
  0.2 * Active work at seminars + 0.3 * Case Studies Presentation + 0.3 * The Examination + 0.2 * The Test

Bibliography

Recommended Core Bibliography

• Randazzo, G. W. (2014). Developing Successful Marketing Strategies (Vol. First edition). New York, New York [222 East 46th Street, New York, NY 10017]: Business Expert Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1055551

Recommended Additional Bibliography

• Levenson, A. R. (2015). Strategic Analytics : Advancing Strategy Execution and Organizational Effectiveness. Oakland, CA: Berrett-Koehler Publishers. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=995416