Бакалавриат 2022/2023

Международный маркетинг

Статус: Курс по выбору (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 своего кампуса

Преподаватели: Бакотина Регина Ришатовна, Лебедев Александр Валерьевич

Язык: английский

Кредиты: 4

Контактные часы: 40

Course 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

• Middle Term test
  The test may be conducted using distance technology, as well as a control procedure (proctoring)
• Case study
  "Segezha Group is a vertically integrated Russian timber holding. Through direct access to raw material base, the holding manages to ensure low production costs and high business profitability. This is an important competitive advantage on the international market. The company had a successful IPO in 2021, but due to the change in the geopolitical situation in 2022, the commercial and operational environment of the business was drastically revised and the traditional supply chain was disrupted. The holding company needed the help of a case study hero, an external consultant. He was to analyse the export strategy and determine the next steps for the group of companies.
• Final exam
  The examination may be conducted using distance technology, as well as a control procedure (proctoring) Offline exam using StartExam (in the computer class).

Interim Assessment

• 2022/2023 3rd module
  0.25 * Middle Term test + 0.5 * Final exam + 0.25 * Case study

Bibliography

Recommended Core Bibliography

• A multi-faceted examination of the export product adaptation—customer value creation relationship [Abstract]. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.ED6E52B3
• 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
• 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
• 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
• 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
• 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
• 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
• 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
• Keegan, W. J., & Schlegelmilch, B. B. (2015). Global marketing management. Slovenia, Europe: Financial Times/Prentice Hall. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.80DE26EC
• 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
• 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
• 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

• Gillespie, K., & Hennessey, H. D. (2015). Global Marketing (Vol. Fourth edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1021279
• International marketing : strategy and management, Gilligan, C., 2013
• International marketing, Baack, D. W., 2013