2024/2025
Международный маркетинг
Статус:
Майнор
Кто читает:
Департамент мировой экономики
Где читается:
Факультет мировой экономики и мировой политики
Когда читается:
1, 2 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Черников Сергей Юрьевич
Язык:
английский
Кредиты:
5
Контактные часы:
56
Course Syllabus
Abstract
The course is aimed at providing students with the necessary theoretical knowledge of the principles of international marketing and practical skills to create an effective system of planning, organization, as well as maintaining these marketing activities of the enterprise
Learning Objectives
- This course is aimed at studying the main marketing tools that are used to develop strategies and tactics of international companies aimed at mastering the market and obtaining the necessary profit. The main focus is on practical issues of marketing application in international companies. The course reveals the basic concepts of the problems and tools of the marketing approach to management, the implementation of the main functions of marketing, the development of a marketing package, the principles of marketing complex administration, organization and control of marketing in the company. Much attention is paid to the consideration of specific market situations, as well as practical experience in marketing management in international companies.
Expected Learning Outcomes
- Know: the marketing management concept basic concepts of international marketing; fundamentals of strategic planning in marketing; business processes related to international marketing and their logic corporate interactions with other company divisions in the marketing process; methods of evaluation and control of the results of marketing activities;
- Be capable of: performing relevant operations within the organization's international marketing strategy framework; using the information obtained in marketing research for organizational and managerial decisions drafting; distinguish and set strategic and operational objectives in international marketing; develop basic marketing plans and projects; define the main corporate business processes related to international marketing activities;
- Possess: the ability to participate in collective marketing research plan drafting process for the international environment; the ability to assess the consequences of organizational and managerial decisions; the ability to work as a team in the development of international marketing strategies in organizations.
Course Contents
- 1. The nature of International Marketing: challenges and opportunitiesForms of control : Survey
- 2. Trade and marketing barriersForms of control: Case study/test questions/survey
- 3. Political and legal environment in international marketingForms of control: Case study/test questions/survey
- 4. Foreign consumer and business cultureForms of control: Case study/test questions/survey
- 5. Consumer behavior in an international context: psychological and social aspectsForms of control:Group presentation
- 6. Marketing research and information systemForms of control: Case study/test questions/survey
- 7. Strategies for entering the foreign marketCase study/test questions/survey
- 8. Product strategies and planningGroup presentation
- 9. Product branding and packaging solutionsCase study/test questions/survey
- 10. Distribution channels and documentationCase study/test questions/survey
- 11. Promotion strategies1000-word essay
- 12. Problems of advertising on an international scaleCase study/test questions/survey
- 13. Pricing Strategies: Basic SolutionsCase study/test questions/survey
- 14. Pricing Strategies: Counter trading and terms of sale/paymentCase study/test questions/survey
Interim Assessment
- 2024/2025 2nd module0.1 * Attendance + 0.3 * Final project + 0.25 * Hometasks + 0.15 * In-class tasks + 0.2 * Midterm
Bibliography
Recommended Core Bibliography
- International marketing, , 2020
- Моргунов В.И., Моргунов С.В. - Международный маркетинг: учебник для бакалавров - Издательство "Дашков и К" - 2017 - ISBN: 978-5-394-02720-8 - Текст электронный // ЭБС ЛАНЬ - URL: https://e.lanbook.com/book/93439
Recommended Additional Bibliography
- Alpina - 290 - Ф.Котлер - Маркетинг от А до Я. 80 концепций, которые должен знать каждый менеджер - 9785961423693 - Альпина Паблишер - 2017 - https://hse.alpinadigital.ru/book/290
- Procter & Gamble. Путь к успеху : 165-летний опыт построения брендов, Дайер, Д., 2006
- Взлом маркетинга : наука о том, почему мы покупаем, Барден, Ф., 2015
- Как создать продукт, который купят. Метод Lean Customer Development: Учебное пособие / Альварес С. - М.:Альпина Паблишер, 2016. - 248 с.: ISBN 978-5-9614-5395-9 - Режим доступа: http://znanium.com/catalog/product/737041