Кто читает:: Кафедра стратегического маркетинга

Статус:: Курс обязательный

Когда читается:: 3-й курс, 1, 2 модуль

Преподаватели

Бузулукова Екатерина Валерьевна

Галкин Павел Алексеевич

Full Syllabus

Abstract

This 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 examination of the key management decisions on developing and executing successful global marketing strategy. The emphasis is on the strategic implications of competition in different national markets and on a global arena. The course is relevant for both future professional application and further scientific studies.

Learning Objectives

To highlight the importance of viewing marketing from a global perspective.
To develop an understanding of the basic concepts in international marketing management.
To gain skills for international marketing strategy development
To challenge students to shift from being a receiver of ideas, facts, concepts and techniques, to a style of generating ideas, identifying problems, analyzing and evaluating alternatives and thus to develop the most important international marketers’ skills.

Expected Learning Outcomes

To use world reports for analysis of world economic situation.
To apply BERI and CAGE model to select proper country to enter
To differentiate entry modes
To develop international research plan
To reveal international biases
To clarify equivalences: functional, conceptual, instrument, measurement, sampling
To create positioning strategy
To differentiate international strategies
To develop international marketing plan
To adapt product to local consumers need
To differentiate international pricing strategy
To choose international pricing strategy for the particular case
To choose the most effective channels and means for international distribution
To adapt to local peculiarities and overcome misunderstandings in global negotiation
To apply main practices of corporate responsibility
To decide, where to place R&D, research and production facilities

Course Contents

Introduction to International marketing. Global Marketing Environment
Globalization: opportunity or threat? Changes in the global market environment. Currents & Cross-Currents factors (Porter M.). Global trends and strategic responses. International marketing vs. domestic marketing. Issues of Successful Internationalization. Active and reactive reasons for market-ing abroad. Risks of internationalization. The global marketing environment. Factors within the global environment. Environmental analyses. Agents in the Global Market. Understanding global cultures and buyer behavior. Extended PESTLE analyses.
International Market entry modes
Factors influence on Entry mode choice. Strategies of Foreign Market Entry. Choosing proper time of Entry. Foreign Market Entry Modes: Export, Associated, Investment. Advantages and disad-vantages of each mode. Types of Exporting. FDI Options. FDI Nowadays. Joint ventures. Types of Associated Entry Modes. NEM cooperation. International Franchising Entry Modes. Strategic Allianc-es. Comparing Different Entry Mode Options. Choosing the Right Entry Mode.
Positioning. Creating, Developing, and Maintaining Competitive Advantage. Global marketing strategies.
Increasing Sophistication of Business Operations and Strategy. Developing a company interna-tional competitiveness. National competitiveness and global competition. Positioning approaches. In-ternational positioning strategies. Strategy and competitive advantage. The anatomy of competitive advantage: SELECT Model. The Resource-Based Theory of Competitive Advantage. Competitive benchmarking. Two approaches to gaining competitive advantage. New Sources of Competitive Ad-vantage. Global marketing strategies. Creating Competitive Advantage through Porter’s Generic Strat-egies. Blue ocean strategy framework. Limits to global strategies. Global organizations, transnational organizations, International organizations, Multinational organizations. EPRG Model.
International Marketing Research
Marketing research goals. Domestic vs International research. CAPI, CATI and CAWI. Primary data collection: research design. Desk Research. Field Research. Advantages and Disadvantages of Information Sources. The trade-off in the choice between quantitative and qualitative research. Ad-hoc and Continuous Marketing Research. Consumer panels. Etic vs Emic approach. Selection of internal or external research services. Equivalences in research. Sources of biases
International Marketing plan development.
International Marketing and strategic planning. Strategic planning. Tactical planning. Opera-tional plans. Types of International marketing organization structures. Emphasis and Structure of Inter-national Marketing plan. Domestic vs International Business Plan. Key Features of a Viable Plan. Mar-keting plan template. Control in global marketing.
Global Pricing
Price perception matrix. The Factors Affecting Global Pricing Decisions. Adaptation/ standard-ization in Pricing. Pricing strategies. International Pricing Policy. Price escalation problem. The global price setting decision process. Discriminatory pricing. Transfer Pricing. Grey market. Ethical Issues in International Pricing.
Global Distribution.
A new approach to managing supply chain and distribution. Factors affecting global supply chain decisions. Opportunities and threats of multi-channel strategies. Rules of international distribu-tion. Distribution strategies. How to build successful international supply chain.
International Marketing Communications and negotiations.
Marketing Communication Strategy. Standardize or localize marketing communication. Cultural Dimensions and Advertising Appeals. Advertising Models and Culture. Self-Reference Criterion and Cultural risk. Multicultural negotiations. The visible and invisible parts of culture. The different layers of culture. Interface with Local Culture. Multicultural negotiations and skills. Culture impacts on negotia-tions. The main non-verbal languages in international business. Hofstede theory and factors: PDI, IDV, MAS, UAI, LTO. Seven Dimensions of Culture by Trompenaars. Hall's cultural factors
Coordinating global marketing operations and relations.
Geographical extension. Major corporate and regional headquarters centers. Types of Interna-tional R&D facilities. R&D tendencies. Organizing TNC production units. Managing Global Marketing Relationships. Importance of Managing Relationships. Kanter’s 8 “Is” model. Modes of collaboration. Strategic alliances. Relationships and Networks.
International Product and Brand Management.
The components of the international product. Product strategy. Standardization vs. adaptation issues. Customer-oriented international business strategies. Global expansion strategies. International product life cycle. Strategies to launch innovations. Global Branding. Best global Brands. International branding strategies. Country- of- origin effect.
Global Corporate Citizenship
What is CSR. Major areas of CSC. What is sustainability and ethics. Challenges for CSR. Developing and implementing a sustainable strategy. Crisis management and consumer boycotts.
Opportunity Analysis and Selection of International Markets
Global market selection. Market opportunity analysis. Competitive environment analyses. Con-sumer Behavior. International segmentation. Steps of selection the international market to enter. CAGE model. BERI Index. SLEPT analyses. GE/ McKinsey Matrix. Opportunity matrix.

Assessment Elements

Home tasks
Article control test
Article control test devoted to main issues of recommended articles that should be thoroughly read by students. It consists 4 articles from supplementary readings materials of the course. The test will be held at the end of 1 module. Only self-made written notes are allowed to use. The test consists only open questions.
X-culture project
CSR Case study
Final exam
Exam is in a written form and should be accomplish strictly individually. Exam consists of two parts: theoretical and calculations. It lasts for 80 minutes, 40 for the 1 part (with opened and closed questions), 10 min break, 30 min for the calculation’s tasks. No materials or phones, or smartwatches are allowed, only calculators for the second part. During examinations, you must do your own work. Talking or discussion is not permitted during the examinations, nor may you compare papers, copy from others, or collaborate in any way. Any collaborative behavior during the examinations will result in failure of the exam, that will lead to failure of the course and University disciplinary action

Interim Assessment

Interim assessment (2 module)
0.15 * Article control test + 0.1 * CSR Case study + 0.3 * Final exam + 0.2 * Home tasks + 0.25 * X-culture project

Bibliography

Recommended Core Bibliography

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Alon, I., Jaffe, E. D., & Vianelli, D. (2016). Global Marketing : Contemporary Theory, Practice, and Cases (Vol. Second edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417364
Anatolii Mazaraki, & Ganna Duginets. (2017). Supply chains in global production. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.4B8E4845
Athukorala, P., Dixon, P. B., & Rimmer, M. T. (2018). Global Supply Chains: Towards A Computable General Equilibrium Analysis. Economic Papers, 37(3), 198–219. https://doi.org/10.1111/1759-3441.12213
Carla Hapsari, Jol Stoffers, & Agus Gunawan. (2017). The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case Study of Telkom Indonesia International. International Review of Management and Marketing, (3), 238. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eco.journ3.2017.03.31
Carter, L. L. (2019). Equivalence and Research Design Optimization for International Market Segmentation. Journal of Marketing Development & Competitiveness, 13(3), 10–24. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=138601389
Catalin Mihail BARBU. (2011). Cultural Adaptation of Products. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.B431C7BF
Chen, L. (2017). Intercultural Communication. Boston: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1504955
Choice of Market Entry Mode is Contingent on Environment: Integrating the Resource Dependence and Contingency Theory Perspectives. (2019). https://doi.org/10.5281/zenodo.3415346
Chong Wu, Fang Huang, Caihong Huang, & Huiming Zhang. (2018). Entry Mode, Market Selection, and Innovation Performance. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.C2E6C172
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Giuseppe Berlingieri, Claudia Steinwender, & Frank Pisch. (2019). Organizing Global Supply Chains: Input-Output Linkages and Vertical Integration. 2019 Meeting Papers. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.red.sed019.1570
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Hapsari, C., Stoffers, J., & Gunawan, A. (2017). The influence of perceived cultural and business distance on international marketing strategy decisions : a case study of Telkom Indonesia International. International Review of Management and Marketing, 7(3), 238–245. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edshbo&AN=edshbo.sharekit.zuyd.oai.surfsharekit.nl.efb34b11.dc57.4ed4.b84a.d237fefa26cc
Hockley, L. R. (2010). Global Operations Management. New York: Nova Science Publishers, Inc. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=387471
Hollensen, S. (2016). Global Marketing (Vol. 0007). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419709
Holliday, A., Hyde, M., & Kullman, J. (2017). Intercultural Communication : An Advanced Resource Book for Students (Vol. Third edition). Milton Park, Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1424446
Holliday, A., Kullman, J., & Hyde, M. (2010). Intercultural Communication : An Advanced Resource Book for Students (Vol. 2nd ed). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=476453
International marketing research. (2015). Slovenia, Europe: J. Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.3BEA425C
International trade, global supply chains and compliance. (2019). Springer. https://doi.org/10.1007/978-3-319-92447-2_7
Jain, V. K. (2016). Global Strategy : Competing in the Connected Economy. New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1286919
Jamali, D., & IGI Global. (2017). Comparative Perspectives on Global Corporate Social Responsibility. Hershey, Pennsylvania [701 E. Chocolate Avenue, Hershey, PA 17033, USA]: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1338230
Janell NaKia Harvey. (2019). Localizing Global Marketing Strategies : Emerging Research and Opportunities. Hershey: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2316537
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
Keegan, W. J., & Schlegelmilch, B. B. (2015). Global marketing management. Slovenia, Europe: Financial Times/Prentice Hall. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.80DE26EC
KIM, Y. H., & DAVIS, G. F. (2016). Challenges for Global Supply Chain Sustainability: Evidence from Conflict Minerals Reports. Academy of Management Journal, 59(6), 1896–1916. https://doi.org/10.5465/amj.2015.0770
Kumar, V. (2012). International marketing research. Slovenia, Europe: Prentice Hall. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.B3D9FA70
Leonidou, L. C., Katsikeas, C. S., Samiee, S., & Aykol, B. (2018). Advances in Global Marketing : A Research Anthology. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1620761
Mangram, M. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis. Journal of Strategic Marketing, 20(4), 289–312. https://doi.org/10.1080/0965254X.2012.657224
Michael Neubert. (2017). International Pricing Strategies for Born-Global Firms. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.EC5A9F08
No-size-fits-all: Collaborative governance as an alternative for addressing labour issues in global supply chains. (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.76807173
Park, K. M., Meglio, O., & Schriber, S. (2019). Building a global corporate social responsibility program via mergers and acquisitions: A managerial framework. Business Horizons, (3), 395. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.bushor.v62y2019i3p395.407
Piller, I. (2011). Intercultural Communication : A Critical Introduction. Edinburgh: Edinburgh University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=370802
Piller, I. (2017). Intercultural Communication : A Critical Introduction (Vol. Second edition). Edinburgh: EUP. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1585003
Rajagopal, R. (2018). Marketing Research: Fundamentals, Process, and Implications. Hauppauge, N.Y.: Nova. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1855129
Schlegelmilch, B. B. (2016). Global Marketing Strategy : An Executive Digest. Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1175378
Scollon, R., Jones, R. H., & Scollon, S. W. (2011). Intercultural Communication : A Discourse Approach (Vol. 3rd ed). Hoboken: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=471145
Tatiana Seregina, Svetlana Zubanova, Viktor Druzhinin, & Guzalia Shagivaleeva. (2019). The Role of Language in Intercultural Communication. Space and Culture, India, (3). https://doi.org/10.20896/saci.v7i3.524
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
Yeming Gong. (2013). Global Operations Strategy. Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.spr.sptbec.978.3.642.36708.3
Younghee Noh, & Youngji Shin. (2019). A Study on the Researcher’s Perception Survey for Facilitating International Joint Research. International Journal of Knowledge Content Development & Technology, 9(3), 75–101. https://doi.org/10.5865/IJKCT.2019.9.3.075

Recommended Additional Bibliography

Lin, F.-J., & Ho, C.-W. (2018). The knowledge of entry mode decision for small and medium enterprises. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.103C0010
MALESKY, E. J. (2015). Transfer Pricing and Global Poverty. International Studies Review, 17(4), 669–677. https://doi.org/10.1111/misr.12269
Mykhaylenko, A., Wæhrens, B., & Johansen, J. (2015). Managing Evolving Global Operations Networks. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.8CE4152F
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

Бакалаврская программа «Маркетинг и рыночная аналитика»

Контакты

Учебный офис:

International Marketing