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Бакалавриат 2021/2022

Международный маркетинг

Статус: Курс обязательный (Управление бизнесом)
Направление: 38.03.02. Менеджмент
Когда читается: 4-й курс, 1, 2 модуль
Формат изучения: без онлайн-курса
Охват аудитории: для своего кампуса
Язык: английский
Кредиты: 5

Course Syllabus

Abstract

The course examines global issues and describes concepts that are relevant to all professionals involved in the launch of products and brands in global markets. It highlights the importance of looking at international marketing management from a global perspective and provides an overview of the key management decisions for developing and implementing a successful global marketing strategy. The course focuses on developing the skills of identifying the characteristics of consumers in global markets and the ability to adapt strategies to maximize the impact on market entry.
Learning Objectives

Learning Objectives

  • To explore approaches to marketing in global markets
  • To develop practical skills in analyzing international marketing strategies
  • To obtain skills in developing international communication strategies
  • To introduce modern methods of building relationships with consumers in global markets
Expected Learning Outcomes

Expected Learning Outcomes

  • To understand the key challenges of modern international marketing, their similarities and differences with marketing domestically.
  • To determine cultural, political, economic factors influencing consumer behavior in different countries
  • To use international analytical databases and reports for market research
  • To apply the CAGE model and the BERI index to select the optimal market
  • To understand the features of strategies for entering international markets and the criteria for its selection
  • To evaluate consumer segments to enter international markets
  • To analyze the brand perception
  • To define adaptation strategies for brands when entering international markets
  • To determine factors affecting pricing in various markets, predict its dynamics
  • To understand the differences between distribution channels and channel management strategies in different markets
  • To determine the influence of consumers on the success of distribution channels
  • To develop integrated marketing communications strategies for selected target markets
  • To understand the difference between marketing, sales support and PR in international markets
  • To identify ways to adapt to local circumstances to overcome misunderstandings in global negotiations.
  • To understand the mechanisms of stereotyping, their influence on the perception of brands and how to work with them
  • To understand the industry specificities of marketing in global markets
  • To be able to identify key ethical issues for the selected market
  • To formulate and adapt the marketing message to reflect contemporary ethical issues.
Course Contents

Course Contents

  • Introduction to international marketing
    Goals, objectives and challenges of international marketing. Global, local and glocal markets. Stages of international marketing. Proactive vs. Reactive approaches to international marketing. International marketing environment. Analysis of international markets: features of collection, analysis and interpretation of data.
  • Consumer behavior in international markets
    Historical, geographic and demographic characteristics of consumer markets. Key elements of the cultural code and its use in marketing: traditions, rituals, symbols. Adoption in culture. Universal laws of decision making and heuristics. The influence of political factors on international marketing
  • To assess opportunities for entering the international market
    Market selection, analysis of market opportunities and risks. CAGE model. BERI Index. SLEPT analysis. GE / McKinsey Matrix. Choosing the optimal time to enter the international market. International entry strategies. Joint ventures, global franchises, alliances.
  • Adaptation to international markets
    Positioning, naming and a brand adoptation. Assessment of consumer habits in the selected market. Segmentation and portrait of consumers in international markets. Global branding. Country-of-origin effect. Consumer persuasion tactics and its applicability in global markets.
  • Pricing and distribution in global markets
    Perception of price and value in different markets. Factors influencing global pricing decisions. Adaptation / standardization in pricing. Pricing strategies. International pricing policy. Distribution channel structure features: the case of Japan. Modernization of distribution channels. Opportunities and threats of multichannel strategies. International distribution rules. Model "6C" when selecting channels. Omnichannel marketing in global markets.
  • Global Marketing Communications
    Integrated marketing communications. International advertising. Lost in translation: the Reebok case. International PR. Supporting Sales in Global Markets. Legal aspects of global communications.
  • Marketing and global corporate strategies
    Corporate social responsibility and its relevance to consumers in global markets. International negotiations with consumers and distributors. Stereotypes, a fundamental attribution error. Hofstede index. Lewis model. The power of consumers in different markets.
  • Features of international marketing in different industries
    International service marketing: hotels, restaurants, entertainment, education. Luxury Marketing: Attitudes Toward Luxury Brands in Developed and Developing Countries. Mass prestige and the impact of social media. Innovation and technology products. Medicine, space and energy in global markets: the role of marketing. The competitive strength of local goods: the food embargo and its impact on consumers.
  • Ethical concerns of global brands
    Peculiarities of perception by stakeholders of key modern ethical issues. Adaptation of marketing messages. Reputation policy of companies in international markets
Assessment Elements

Assessment Elements

  • non-blocking Individual and group Assignments & Participation
  • non-blocking Group project
    The project is carried out throughout the course, students receive feedback on individual parts of the project at seminars. The presentation of the final project takes place at the last seminar session of the course.
  • blocking Written exam
    The exam is made in writing and is strictly individual. The exam consists of closed and open-ended questions and mini-cases. Lasts 90 minutes. No materials, phones or smartwatches are allowed. The student can prepare 1 sheet of A4 format, on which he will compose his own synopsis of the course. Printing of slides and direct copying of slides (screenshot) to this sheet are not allowed. During exams, you have to do your job. During the exams, it is forbidden to talk or discuss, and you cannot compare documents, copy the materials of others or collaborate in any way. Any joint behavior during the exams will result in the failure of the exam, which will result in the failure of the course and disciplinary measures of the university.
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.3 * Group project + 0.3 * Individual and group Assignments & Participation + 0.4 * Written exam
Bibliography

Bibliography

Recommended Core Bibliography

  • (HBR) Коллектив авторов - Стратегический маркетинг - Альпина Паблишер - 2016 - ISBN: 9785961443325 - Текст электронный - URL: https://hse.alpinadigital.ru/book/8928
  • Singh Dhillon, D. J. (2013). Ethical Brand Image & Corporate Goodwill: Issues & Challenges. INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY; Vol. 3 No. 1 (2013. https://doi.org/10.24297/ijmit.v3i1.4639
  • Uvarov V.V., & Charchyan В.Е. (2012). Adaption strategy of regional department of international pharmaceutical company in a new foreign market. Саратовский Научно-Медицинский Журнал, 8(2), 199–202.
  • Воробьева И.В. - Отв. ред., Пецольдт К. - Отв. ред., Сутырин С.Ф. - Отв. ред. - МЕЖДУНАРОДНЫЙ МАРКЕТИНГ. Учебник и практикум для бакалавриата и магистратуры - М.:Издательство Юрайт - 2018 - 398с. - ISBN: 978-5-534-02455-5 - Текст электронный // ЭБС ЮРАЙТ - URL: https://urait.ru/book/mezhdunarodnyy-marketing-413143
  • Голубкова Е. Н. - ИНТЕГРИРОВАННЫЕ МАРКЕТИНГОВЫЕ КОММУНИКАЦИИ 3-е изд., пер. и доп. Учебник и практикум для вузов - М.:Издательство Юрайт - 2020 - 363с. - ISBN: 978-5-534-04357-0 - Текст электронный // ЭБС ЮРАЙТ - URL: https://urait.ru/book/integrirovannye-marketingovye-kommunikacii-450157
  • Котлер Ф. Маркетинг менеджмент. 15-е изд. / Ф. Котлер, К.Л. Келлер. - Санкт-Петербург : Питер, 2018. - 848 с. - ISBN 978-5-4461-0422-2. - URL: https://ibooks.ru/bookshelf/340124/reading (дата обращения: 12.10.2020). - Текст: электронный.
  • Пашкус Н. А. [и др.] - СТРАТЕГИЧЕСКИЙ МАРКЕТИНГ. Учебник и практикум для бакалавриата и магистратуры - М.:Издательство Юрайт - 2019 - 225с. - ISBN: 978-5-534-00742-8 - Текст электронный // ЭБС ЮРАЙТ - URL: https://urait.ru/book/strategicheskiy-marketing-433821

Recommended Additional Bibliography

  • Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
  • Juhász-Dóra Katalin. (2017). Analysis of additional hotel services in the international luxury hotels – a case-study from Budapest. Proceedings of the International Conference on Business Excellence, 11(1), 884–892. https://doi.org/10.1515/picbe-2017-0094
  • Jung-Yong Lee, & Chang-Hyun Jin. (2019). The Role of Ethical Marketing Issues in Consumer-Brand Relationship. Sustainability, 23, 1.
  • Luíza Fonseca, & Angela da Rocha. (2021). Rethinking Offshoring and International Marketing Strategies during the COVID-19 Pandemic. RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), Spe, 200216.
  • Madalina Manolache. (2015). Ideology of Origin Effect – a Conversion of the Country of Origin Effect. Logos Universalitate Mentalitate Educatie Noutate - Sectiunea Stiinte Sociale/ Logos Universality Mentality Education Novelty - Section: Social Sciences, 1, 15.
  • Procter & Gamble. Путь к успеху: 165-летний опыт построения брендов: Практическое руководство / Дайер Д., Далзелл Ф., Олегарио Р. - М.:Альпина Паблишер, 2016. - 524 с.: ISBN 978-5-9614-5785-8 - Режим доступа: http://znanium.com/catalog/product/1003547
  • Radka MacGregor Pelikánová, Tereza Němečková, & Robert K. MacGregor. (2021). CSR Statements in International and Czech Luxury Fashion Industry at the Onset and during the COVID-19 Pandemic—Slowing Down the Fast Fashion Business? Sustainability, 13(3715), 3715. https://doi.org/10.3390/su13073715
  • Липсиц И. В. - ЦЕНООБРАЗОВАНИЕ. Учебное пособие для прикладного бакалавриата - М.:Издательство Юрайт - 2020 - 160с. - ISBN: 978-5-9916-5906-2 - Текст электронный // ЭБС ЮРАЙТ - URL: https://urait.ru/book/cenoobrazovanie-448033