Международный маркетинг и рыночная аналитика

Бакалавриат 2025/2026

Статус: Курс обязательный (Международный бизнес)

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 3 модуль

Охват аудитории: для своего кампуса

Преподаватели: Бутковская Вера Петровна

Язык: английский

Кредиты: 3

Контактные часы: 30

Full Syllabus Ask Question

Abstract

The purpose of the course is to introduce the main concepts of international marketing including the preparation and execution of marketing strategies within an international context, emphasizing the importance of a global perspective in understanding international markets. It provides a solid foundation for navigating the complexities of international market competition and addressing the needs of diverse target audiences. Students will gain insights into the cultural, administrative, economic, and geographic factors that influence marketing functions, enabling them to adapt existing strategies effectively. The course includes theoretical reviews, supplementary reading materials, and case-based practical seminars featuring real-life examples from well-known international companies. This course is valuable for both future marketing professionals and researchers.

Learning Objectives

We will aim to develop an in-depth and considered understanding of the key issues that have to do with the applications of Marketing in companies with an International Orientation.
Main objectives: 1. To highlight the importance of view marketing from a global perspective. 2. To develop an understanding of the basic concepts of international marketing management. 3. To gain skills for international marketing strategy development. 4. 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. 5. To provide students with models, theories, frameworks, perspectives, and concepts to succeed in the global arena.

Expected Learning Outcomes

To adapt the product to local consumers’ needs. To choose an international pricing strategy for the particular case. To choose the most effective channels and means for international distribution. To develop a communication plan in the international market.
To apply international marketing and management frameworks. To select a proper country/market to enter. To differentiate entry modes.
To define the basis of global competitive advantage and positioning strategy.
To understand cultural differences in managing multinational companies. To use world reports for analysis of the world economic situation.

Course Contents

Introduction to International Marketing
Global Marketing Strategy
International Marketing Mix
Selection of International Markets
The Global market environment
Global and Regional Marketing Trends

Assessment Elements

Case study - Periodic Control
The periodic control will be conducted online (with or without proctoring). The online test does not allow you to return to previous questions. Using AI tools, external devices, or looking away from the screen (except when typing) is strictly forbidden. For tests with proctoring, video recordings will be reviewed before grades are published. If there are any doubts about academic integrity, the test may be graded as 0.
Case study - Participation
4 Cases during the course. Students earn evaluation points for each seminar they participate in.
Final Exam
The Final Exam will be conducted online with proctoring. Video recordings will be manually reviewed before the publication of final grades. In cases of doubt regarding academic integrity (e.g., if a student repeatedly looks away from the screen or behaves suspiciously), the student may be required to retake the exam. The exam settings do not allow returning to previously answered questions. It is strictly forbidden to use AI tools or any external devices during the exam, or to look away from the computer screen (except when typing on the keyboard).

Interim Assessment

2025/2026 3rd module
0.16 * Case study - Participation + 0.24 * Case study - Periodic Control + 0.6 * Final Exam

Bibliography

Recommended Core Bibliography

9781119668541 - Hermawan Kartajaya-Iwan Setiawan-Philip Kotler - Marketing 5.0 : Technology for Humanity - 2021 - Wiley - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2736752 - nlebk - 2736752
9781260568936 - Philip Cateora, John Graham, Mary Gilly, Bruce Мопеy - ISE Ebook International Marketing - 2019 - McGraw Hill - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2752957 - nlebk - 2752957
International marketing, , 2020
Manrai, A. K. (2019). New Research on Designing Elements of an International Marketing Mix. https://doi.org/10.1080/08911762.2019.1620457
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

Authors

Butkovskaia Vera Petrovna

Course Syllabus