Магистратура
2021/2022
Международный маркетинг
Статус:
Курс обязательный (Маркетинг: цифровые технологии и маркетинговые коммуникации)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
2-й курс, 1, 2 модуль
Формат изучения:
с онлайн-курсом
Онлайн-часы:
16
Охват аудитории:
для всех кампусов НИУ ВШЭ
Прогр. обучения:
Маркетинг: цифровые технологии и маркетинговые коммуникации
Язык:
английский
Кредиты:
4
Контактные часы:
32
Course Syllabus
Abstract
The purpose of the course is to introduce the main concepts of international marketing including the preparation and execution of marketing strategies within an international context, emphasizing the importance of a global perspective in understanding international markets. It provides a solid foundation for navigating the complexities of international market competition and addressing the needs of diverse target audiences. Students will gain insights into the cultural, administrative, economic, and geographic factors that influence marketing functions, enabling them to adapt existing strategies effectively. The course includes theoretical reviews, supplementary reading materials, and case-based practical seminars featuring real-life examples from well-known international companies. This course is valuable for both future marketing professionals and researchers.
Learning Objectives
- We will aim to develop an in-depth and considered understanding of the key issues that have to do with the applications of Marketing in companies with an International Orientation.
- Main objectives: 1. To highlight the importance of view marketing from a global perspective. 2. To develop an understanding of the basic concepts of international marketing management. 3. To gain skills for international marketing strategy development. 4. 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. 5. To provide students with models, theories, frameworks, perspectives, and concepts to succeed in the global arena.
Expected Learning Outcomes
- To adapt the product to local consumers’ needs. To choose an international pricing strategy for the particular case. To choose the most effective channels and means for international distribution. To develop a communication plan in the international market.
- To apply international marketing and management frameworks. To select a proper country/market to enter. To differentiate entry modes.
- To define the basis of global competitive advantage and positioning strategy.
- To develop an international marketing plan.
- To understand cultural differences in managing multinational companies. To use world reports for analysis of the world economic situation.
- To understand the specifics of international marketing.
Course Contents
- Introduction to International Marketing
- The Global market environment:
- Selection of International Markets
- International Marketing Strategy
- International Marketing Mix:
- International Marketing Plan (Team Project Preparation):
Assessment Elements
- Individual assignments (Case studies)Individual assignment, case study text should be read by students before the related sessions.
- Team ProjectBased on rubrics* (project requirements and evaluation rubrics will be announced to students in the class). *The final grade will be announced during the session period. Done in groups, delivered in form of a brief pdf report and oral presentation*. *In case the student cannot present on the day of the presentation he/she should inform the professor min 2 weeks ahead.
- Final ExamBased on theoretical seminars and practical sessions. Students will have a list of topics for the exam preparation. Students receive "excellent" grades answering fulling the Exam questions. To get 9-10 students should provide extra knowledge in the open questions, for example, some cases outside of the main course materials.
