International Marketing

2023/2024

Academic Year

ENG

Instruction in English

4

ECTS credits

Delivered at:

Department of Marketing

Course type:

Compulsory course

When:

4 year, 1, 2 module

Instructors

Butkovskaya, Vera

Шукюров Кенан Ильхам Оглы

Course Syllabus

Abstract

This course addresses fundamental issues and concepts relevant to international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides a basic understanding of global marketing strategy practices and decisions. The emphasis is on understanding the global markets' similarities and differences and evaluating potential international opportunities and risks.

Learning Objectives

• We will aim to develop an in-depth and considered understanding of the critical issues that have to do with the applications of Marketing in companies with an International Orientation.

Expected Learning Outcomes

• Define the international market and its specific characteristics.
• Analyze the main factors of global markets and the environment.
• Classify international market opportunities and risks.
• Evaluate the advantages of different market entry modes.
• Approach international targeting and positioning.
• Recognize the difference between global and multinational strategies.
• Evaluate marketing mix standardization and adaptation practices.
• Connect international marketing analysis and decision-making.

Course Contents

• Introduction
• International Market Analysis
• International Marketing Strategy
• Standartization vs. Adaptation

Assessment Elements

• Projet
• Case studies
• Final Exam

Interim Assessment

• 2023/2024 2nd module
  0.36 * Case studies + 0.4 * Final Exam + 0.24 * Projet

Bibliography

Recommended Core Bibliography

• International marketing, Cateora, P. R., 2007

Recommended Additional Bibliography

• International marketing, Cateora Philip R., Graham J.L., 2005
• International marketing, Ghauri P., Cateora Philip R., 2006