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Бакалавриат 2019/2020

Международный маркетинг

Лучший по критерию «Полезность курса для Вашей будущей карьеры»
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Статус: Курс по выбору (Мировая экономика)
Направление: 38.03.01. Экономика
Когда читается: 3-й курс, 3, 4 модуль
Формат изучения: Full time
Преподаватели: Карпова Наталия Станиславовна, Мордвинцев Алексей Сергеевич
Язык: английский
Кредиты: 3

Course Syllabus

Abstract

The course provides knowledge of the basic theoretical approaches and major practical instruments of international marketing, gives its understanding as an important form of international business activities, integral element of corporate management systems, as well as dynamic leverage of market processes in world economy. Marketing is the business function that deals with customers' needs and wants. The role of international marketing/management is give better understanding of customer requirements and expectations worldwide, to offer appropriate products and services, as well as design and implement appropriate methods to communicate, to deliver, and to sell desirable goods. Accordingly, the course build up a broad view of business environment, modern trends and changes on international markets, as well as shifts in world competition and leadership grounded by business cases and relevant data. Course format combines lectures, take-home in-depth analysis and research projects, as well as seminars focused on discussions and students’ in-class presentations. The course is open to foreign exchange students.
Learning Objectives

Learning Objectives

  • Make overview of business environment, as well as main actors, stakeholders and motives of company market activities
  • Understand core principles, ideas and instruments of international marketing
  • Make overview of main actors, stakeholders and motives of international companies (mainly, MNCs and TNCs) activities in global environment
  • Understand core principles, ideas and instruments of international business
  • Build up and stimulate an interest to the course and knowledge-formation process;
  • Identify the main processes and trends taking place in global environment
  • Stimulate self-work (cabinet and field studies) for in-depth understanding of the course material
  • Provide an advice on the search in Internet of the most reliable, respectful and knowledgebased websites,web-pages and video-recourses
  • Coach and consult students in research projects
  • Motivate for excellent results of research projects and its presentations in-class
Expected Learning Outcomes

Expected Learning Outcomes

  • Explains marketing activities in different branches and sectors
  • Has enhanced problem-solving skills in marketing by offered set of analytical tools (i.e., frameworks, concepts, models, and techniques).
Course Contents

Course Contents

  • The World of International Company: External and Internal Business Environment. Actors and Stakeholders. Mission and Vision.
  • Digital Marketing
  • Social Media and Social Networks Marketing.
  • Evolution of Marketing Concepts and Practices. Prerequisites for Marketing Thinking. Essential Ideas, Theories and Pioneer Theoreticians.
  • Principles of Marketing. Marketing in Management Context. System of Marketing Functions.
  • Analytical Function in Marketing. Understanding of Consumer Behavior. Requirements and Attributes. Segmentation and Targeting
  • Instrument of Market Research. Cabinet and Field Studies.
  • Product Policy. Role of Market-Oriented Production. Product Portfolio.
  • Product Life Cycle. New Product Development
  • Consuming Power. Pricing Strategies.
  • Sales Channels and Distribution. Marketing Communications. Advertising and Public Relations.
  • Brands and Brand-Building. Core Business of Positioning.
Assessment Elements

Assessment Elements

  • non-blocking Class attendance and participation
  • non-blocking Research project (essay)
  • non-blocking Final examination/assessment
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.58 * Class attendance and participation + 0.42 * Research project (essay)
Bibliography

Bibliography

Recommended Core Bibliography

  • Keys to Management, 224 p., Cotton, D., 2008

Recommended Additional Bibliography

  • Market-Driven Management : Strategic and Operational Marketing, 3rd ed., 590 p., Lambin, J.-J., Schuiling, I., 2012