Международный маркетинг

Бакалавриат 2021/2022

Лучший по критерию «Полезность курса для Вашей будущей карьеры»

Статус: Курс обязательный (Управление бизнесом)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 1, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Муравская Снежана Александровна

Язык: английский

Кредиты: 5

Контактные часы: 50

Full 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

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

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

Course Contents

Introduction to international marketing
Consumer behavior in international markets
To assess opportunities for entering the international market
Adaptation to international markets
Pricing and distribution in global markets
Global Marketing Communications
Marketing and global corporate strategies
Features of international marketing in different industries
Ethical concerns of global brands

Assessment Elements

Individual and group Assignments & Participation
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.
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

2021/2022 2nd module
0.3 * Individual and group Assignments & Participation + 0.4 * Written exam + 0.3 * Group project

Bibliography

Recommended Core Bibliography

(HBR) Коллектив авторов - Стратегический маркетинг - Альпина Паблишер - 2016 - ISBN: 9785961443325 - Текст электронный // ЭБС Alpina - 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

Course Syllabus