Бакалавриат 2019/2020

Международный маркетинг

Статус: Курс по выбору (Менеджмент)

Направление: 38.03.02. Менеджмент

Кто читает: Кафедра стратегического маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 3 модуль

Формат изучения: без онлайн-курса

Преподаватели: Бузулукова Екатерина Валерьевна, Галкин Павел Алексеевич

Язык: английский

Кредиты: 3

Контактные часы: 34

Course 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.

Learning Objectives

• To develop an understanding of the basic concepts in international marketing management
• To highlight the importance of viewing marketing from a global perspective
• 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 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.
• 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 and seminars works
• Case study
  1. Identify the multiple levels of analysis at play for Apple as it addresses the CSR challenges in its supply chain. 2. Is Apple responsible for the alleged human rights violations that occurred? 3. Would onshoring, insourcing, or a combination of the two represent a suitable response to Apple’s problems? 4. If Apple continues on the current path, what should it do differently? 5. Is it reasonable for Apple to apply different ethical standards to different countries? 6. Should firms such as Apple maximize their profits, or should they sacrifice some profits to do good? 7. Have these CSR problems at Apple had a meaningful impact on the bottom line? 8. What is the role of media, including social media, in shaping CSR expectations? 9. Does Apple face an industry-specific issue, or do the same issues appear in other industries? 10. If you were in the position of Jeff Williams, what, if anything, would you do differently?
• Marketing plan development
  Structure for International marketing plan: 1. Executive Summary / cover/ main goal 2. Company (Product) Description (including main competitive advantages analysis) 3. Environmental analyses of target countries using PESTEL, BERI-Index, CAGE Model and impli-cations that include: 3.1. Criteria for choosing countries to enter 3.2. Entry modes selection 3.3. Local market opportunities analyses and risks 4. Recommended forms of marketing research (equivalences/ biases) 5. Type of international organizational structure (current/ recommended) 6. Competitors analyses (global + local) 7. Customers (segmentation, targeting) 8. Marketing strategy: 8.1. Corporate strategy 8.2. Strategy for each target country including positioning 9. Operating plan for global events, PR, ATL&BTL 10. Recommended pricing strategy
• Final exam
  The exam consits test questions, open questions, calculations, mini case

Interim Assessment

• Interim assessment (3 module)
  0.15 * Case study + 0.3 * Final exam + 0.25 * Home and seminars works + 0.3 * Marketing plan development

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
• Collis, D. J. (2014). International Strategy : Context, Concepts and Implications. West Sussex: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=817371
• Companies’ contribution to sustainability through global supply chains. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.38A01A7E
• Cross-country cross-survey design in international marketing research: the role of input data in multiple imputation. (2016). https://doi.org/10.1108/IMR-11-2014-0348
• Douglas, S. P., & Craig, C. S. (2006). On Improving the Conceptual Foundations of International Marketing Research. Journal of International Marketing, 14(1), 1–22. https://doi.org/10.1509/jimk.14.1.1
• Essila, J. C. (2019). Managing Operations Throughout Global Supply Chains. Hershey, PA: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2166048
• Ferri, G. (2018). Intercultural Communication : Critical Approaches and Future Challenges. Cham, Switzerland: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1709221
• 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
• Global supply chains and social relations at work: Brokering across boundaries. (2018). https://doi.org/10.1177/0018726718756497
• Gooderham, P. N., Grøgaard, B., & Foss, K. (2019). Global Strategy and Management : Theory and Practice (Vol. 2nd edition). Cheltenham, UK: Edward Elgar Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2142768
• 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
• 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
• 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