Международный маркетинг

Бакалавриат 2021/2022

Статус: Курс обязательный (Управление бизнесом)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 3-й курс, 3 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Лебедев Александр Валерьевич

Язык: английский

Кредиты: 4

Контактные часы: 40

Full Syllabus

Abstract

The 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 overview of the key management decisions on developing and executing a successful global marketing strategy. It is important to understand whether a company participates in international activities or not, nevertheless, it is under the influence of factors of the international environment and faces foreign competitors. The emphasis is made on case studies, real international business challenges, and understanding of cultural differences in marketing programs and marketing communications. The course is relevant for both future professional applications and scientific studies.

Learning Objectives

To highlight the importance of viewing marketing from a global perspective.
To develop an understanding of the basic concepts of international marketing management.
To gain skills for international marketing strategy development.
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. Therefore to develop the most important international marketers’ skills.
To provide students with models, theories, frameworks, perspectives, concepts to be successful in the global arena.

Expected Learning Outcomes

To adapt product to local consumers need
To adapt to local peculiarities and overcome misunderstandings in global negotiation
To apply BERI and CAGE model to select proper country to enter
To apply main practices of corporate responsibility
To choose international pricing strategy for the particular case
To choose the most effective channels and means for international distribution
To decide, where to place R&D, research and production facilities
To develop international marketing plan
To differentiate entry modes
To differentiate international pricing strategy
To understand cultural differences in managing multinational company
To use world reports for analysis of world economic situation.

Course Contents

Introduction to International marketing. Global Marketing Environment
Cultural aspects of international marketing. Cross-Cultural Competences. A cultural approach to consumers' behavior
International Marketing plan development.
Opportunity Analysis and Selection of International Markets
International Market Entry Modes
Global Corporate Citizenship
International Product and Brand Management.
Global Pricing
Managing Global Distribution Channels
International Marketing Communications
Coordinating global marketing operations and relations.
What is international marketing? Reasons for Internationalization

Assessment Elements

Individual and group Assignments & Participation
4 home tasks: World reports, Selecting countries to enter, Entry modes, Intercultural communications
Intermediate test
Article control test devoted to main issues of recommended articles that should be thoroughly read by students. It consists 4 articles from supplementary readings materials of the course. The test will be held at the end of 1 module. Only self-made written notes are allowed to use. The test consists only open questions.
X-culture project
Case study
Final exam
The Exam is in a written form and should be performed strictly individually. The Exam consists of closed and open questions, mini-cases, and calculation tasks. It lasts for 80 minutes. No materials or phones, or smartwatches are allowed, only calculators. During examinations, you must do your own work. Talking or discussion is not permitted during the examinations, nor may you compare papers, copy from others, or collaborate in any way. Any collaborative behavior during the examinations will result in failure of the exam, that will lead to failure of the course and University disciplinary action.

Interim Assessment

2021/2022 3rd module
0.5 * Final exam + 0.25 * Case study + 0.25 * Intermediate test

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
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
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
Daniel Kinderman. (2018). Corporations and global standards of corporate social responsibility. Chapters, 365. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.h.elg.eechap.16821.23
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
Hackert, A. M., Krumwiede, D., Tokle, J., & Vokurka, R. J. (2012). Global Corporate Social Responsibility Practices and Cultural Dimensions. SAM Advanced Management Journal (07497075), 77(4), 33–41. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=88168633
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 trade, global supply chains and compliance. (2019). Springer. https://doi.org/10.1007/978-3-319-92447-2_7
Jamali, D., & IGI Global. (2017). Comparative Perspectives on Global Corporate Social Responsibility. Hershey, Pennsylvania [701 E. Chocolate Avenue, Hershey, PA 17033, USA]: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1338230
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
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
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
Park, K. M., Meglio, O., & Schriber, S. (2019). Building a global corporate social responsibility program via mergers and acquisitions: A managerial framework. Business Horizons, (3), 395. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.bushor.v62y2019i3p395.407
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
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
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

Recommended Additional Bibliography

International marketing : strategy and management, Gilligan, C., 2013
International marketing, Baack, D. W., 2013
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

Course Syllabus