Магистратура
2019/2020
Международные маркетинговые стратегии
Лучший по критерию «Полезность курса для Вашей будущей карьеры»
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Лучший по критерию «Новизна полученных знаний»
Статус:
Курс по выбору (Международный бизнес)
Направление:
38.04.02. Менеджмент
Кто читает:
Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"
Где читается:
Факультет мировой экономики и мировой политики
Когда читается:
2-й курс, 1, 2 модуль
Формат изучения:
с онлайн-курсом
Преподаватели:
Кратко Ирина Геннадиевна
Прогр. обучения:
Международный бизнес
Язык:
английский
Кредиты:
4
Контактные часы:
40
Course Syllabus
Abstract
Launching or expanding a product or service into a new territory is a highly common task in current business environment and there is a reasonable assumption that many students might face these tasks already within a year from graduation. Business expansion projects follow predictable patterns and many common best practices have been identified and are currently being deployed. Most of these best practices are learnable in academic environment and early exposure of students to these best practices will better prepare them for future career. Regardless of the role they are going to take in the future employer, member of the frontline execution team or support personnel, they will benefit from knowing how business is grown. This course will be of interest to anyone who is planning to work for a multinational company, launching, expanding and managing products into a new market. Beyond giving a broad overview of common business practices in product launch and specifics of working with multiple markets, the course will focus on practical operational skills required for independent launch of a multinational brand on a new market
Learning Objectives
- Work in a typical team in a multinational company on a joint project
- Run basic independent open-source data collection on a target market
- Provide management with basic data analysis and structured recommendations
- Put together a basic business report in a common modern PowerPoint format
- Be able to assess at high level which market entry mode is suitable for a specific product and market
- Analyze unknown product market for size, structure, dynamics, key trends, barriers, opportunities and differences from a known market
- Assess high-level market’s attractiveness and recommend market entry
- Estimate basic product sales volume targets
Expected Learning Outcomes
- know about marketing role in business strategy
- know the basic marketing strategies
- learn about international and domestic marketing strategies
- know how to run basic independent open-source data collection on a target market
- be able to analyze unknown product market for size, structure, dynamics, key trends, barriers, opportunities and differences from a known market
- be able to work in a typical team in a multinational company on a joint project and run basic independent open-source data collection on a target market
- be able to assess high-level market’s attractiveness and recommend market entry
- be able to assess at high level which market entry mode is suitable for a specific product and market
- know how to provide management with basic data analysis and structured recommendations
Course Contents
- Course overview and logistics
- Review on business strategy and marketing role in itGuest speaker: Management Consultant with examples of strategy work and role of marketing in them
- Core marketing strategiesGuest speaker: Marketing manager with examples of local product management practices
- Difference between international and domestic marketing strategiesGuest speaker: Marketing executive who worked in a global role, managing products across multiple countries
- Market entry planning and modelling best practicesGuest speaker: Management consultant with extensive experience in market entrance strategies
- Market selection and sizing
- Understanding consumer
- Selecting or designing product for launch
- Go-to-market strategy
- Communication mix
- Financial decision making
- Putting it all together: final team projects presentationsGuest jury: a panel of 2-3 guest executives with relevant roles to judge team presentations, plus 1-2 academics from the university to evaluate the academic robustness of the findings.
Interim Assessment
- Interim assessment (2 module)0.1 * course participation + 0.2 * final quiz + 0.2 * mid-term quiz + 0.5 * Team project
Bibliography
Recommended Core Bibliography
- International Marketing (RLE International Business) : Strategy and Management Gilligan, Colin; Hird, Martin Routledge 2012 ISBN: ISBN number:9780415641135, ISBN number:9781135133870 SERIES: Routledge Library Editions: International Business Ser.
- Onkvisit, S., & Shaw, J. J. (2009). International Marketing : Strategy and Theory (Vol. 5th ed). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=275440
Recommended Additional Bibliography
- International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275
- Marketing in the 21st Century Emerald Group Emerald Publishing Limited 2004 ISBN: ISBN number:9781846632907, ISBN number:9781846632907