Кто читает:: Факультет мировой экономики и мировой политики

Статус:: Курс по выбору

Когда читается:: 3-й курс, 1 модуль

Преподаватель

Лебедев Александр Валерьевич

Full Syllabus

Abstract

The course addresses global issues and describes concepts relevant to all international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides an overview of the key management decisions on developing and executing a successful global marketing strategy. It is important to understand whether a company participates in international activities or not, nevertheless, it is under the influence of factors of the international environment and faces foreign competitors. The emphasis is made on case studies, real international business challenges, and understanding of cultural differences in marketing programs and marketing communications. The course is relevant for both future professional applications and scientific studies.

Learning Objectives

To develop an understanding of the basic concepts of international marketing management

Expected Learning Outcomes

To adapt product to local consumers need
To develop international marketing plan
To understand cultural differences in managing multinational company
To use world reports for analysis of world economic situation.
Be able to use basic concepts, such as opportunity cost
Practice the process of analyzing marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan
Develop an appreciation for opportunity, how to recognize it, and how to evaluate it
Develop the stages of the marketing plan.
Knows key steps of marketing planning process

Course Contents

Introduction to International marketing. Global Marketing Environment
Cultural aspects of international marketing. Cross-Cultural Competences. A cultural approach to consumers' behavior
International Marketing plan development
Opportunity Analysis and Selection of International Markets

Assessment Elements

Middle Term test
Case study
The fiinal exam

Interim Assessment

2023/2024 1st module
0.25 * Case study + 0.25 * Middle Term test + 0.5 * The fiinal exam

Bibliography

Recommended Core 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
International marketing, , 2020
Luíza Fonseca, & Angela da Rocha. (2021). Rethinking Offshoring and International Marketing Strategies during the COVID-19 Pandemic. RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), Spe, 200216.
Malcolm McDonald on marketing planning : understanding marketing plans and strategy, McDonald, M., 2017
Management across cultures : challenges, strategies, and skills, Steers, R. M., 2020
Research methods for strategic management, , 2016
Анохина, М. Е., A guide to contemporary strategic analysis : учебное пособие / М. Е. Анохина, М. И. Максимов, Н. С. Середина. — Москва : Русайнс, 2023. — 193 с. — ISBN 978-5-466-01864-6. — URL: https://book.ru/book/946901 (дата обращения: 25.08.2023). — Текст : электронный.
Салынская, Т. В., Business. Contacts across cultures and writing : учебное пособие / Т. В. Салынская, А. А. Ясницкая. — Москва : Русайнс, 2021. — 109 с. — ISBN 978-5-4365-7950-4. — URL: https://book.ru/book/941057 (дата обращения: 25.08.2023). — Текст : электронный.

Recommended Additional Bibliography

Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
McDonald, M., & Wilson, H. (2016). Marketing Plans : How to Prepare Them, How to Profit From Them (Vol. Eighth Edition). Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1360406
Practical strategic management : how to apply strategic thinking in business, Kasahara, E., 2015
Samiee, S., & Chirapanda, S. (2019). International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), 20–37. https://doi.org/10.1177/1069031X18812731
WAN, Y. (2018). Going Global: Cross-Culture Management Strategies of Chinese Private Enterprises. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.56492E61

Бакалаврская программа «Международная программа «Международные отношения и глобальные исследования»»

Адрес

International Marketing