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Regular version of the site
Master 2020/2021

International Marketing

Type: Compulsory course (Master in International Business)
Area of studies: Management
When: 1 year, 3, 4 module
Mode of studies: offline
Instructors: Marcellinus Chum Dike
Master’s programme: Международный бизнес
Language: English
ECTS credits: 4

Course Syllabus

Abstract

This year-one, master-level course is concerned with exploring how marketing can be undertaken in foreign countries (or international markets). As the international business environment has become more complex than ever before, with each country or market having its own inherent nature, it is now imperative for the international marketing manager to consider all options for success (profitability and stakeholder satisfaction). Undoubtedly, the rapid dynamism of the present-era international business environment (orchestrated by concerns about emerging markets, climate change, Brexit, and the COVID19 pandemic) has made it inevitable for the manager to consider more innovative ways to deliver value to customers, no matter their locations on the globe. This also makes conducting a more indepth analysis of the target market environment an essential first step in the international marketing program.
Learning Objectives

Learning Objectives

  • this course is designed such that the major issues affecting the choices and activities of the international marketer are put into adequate consideration. Through undertaking individual case assignments and participating in group projects, the student (the future international marketing manager) gains the desired knowledge and experience for success in the ever-changing international business environment.
Expected Learning Outcomes

Expected Learning Outcomes

  • Better understand the major issues in the contemporary international business environment and their implications for international marketing
  • Have a more decision-oriented view of the international marketing
  • Know the tools and frameworks for analyzing the international business environment, as well as understand how to apply them
  • Be in the position to make better foreign market selection and entry decisions for a more successful international marketing agenda
  • Understand how to implement and coordinate a global marketing program, including how to manage brands internationally
  • Understand how to manage across borders, paying attention to the cultural differences
  • Understand how to deal with international-market competitors
Course Contents

Course Contents

  • Introductions
  • The changing international business environment
  • Analysis of the international business environment
  • Internationalization process – Market selection and entry
  • International brand management
  • Global marketing tactics
  • Cross-cultural management
  • Competition in the international market
Assessment Elements

Assessment Elements

  • non-blocking Individual work
  • non-blocking group (seminar) presentation
  • non-blocking final exam
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.2 * group (seminar) presentation + 0.5 * final exam + 0.3 * Individual work
Bibliography

Bibliography

Recommended Core Bibliography

  • Albaum, G., Duerr, E., & Josiassen, A. (2016). International Marketing and Export Management: Vol. Eighth edition. Pearson.

Recommended Additional Bibliography

  • 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