Master
2021/2022
International Marketing
Category 'Best Course for Career Development'
Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Type:
Compulsory course
Area of studies:
Management
Delivered by:
Master of International Business Programme, Curriculum Support
Where:
School of Innovation and Entrepreneurship
When:
1 year, 1, 2 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Maxim Shevchenko
Master’s programme:
International Business
Language:
English
ECTS credits:
5
Contact hours:
48
Course Syllabus
Abstract
The core philosophy, principles and frameworks of marketing, and the managerial functions of marketing within an organization, are examined as an integrated business discipline designed to effectively achieve an organization’s goals in the context of international consumer and competitive environments, where companies must operate.
Learning Objectives
- Become familiar with basic marketing concepts and terminology
- Be able to apply standard marketing frameworks and tools to identify business opportunities, evaluate the market and competition, and formulate marketing and product launch recommendations
- Be able to convert a market / consumer opportunity into a product or service offering idea
- Develop strategies and integrated marketing plans for a product launch or market / category entry
- Understand of the basic psychological principles of consumer behavior
- Understand of decision-making processes related to marketing strategy and how these decisions relate to other business units within an organization
- Understand of the larger social and ethical implications of marketing decisions
Expected Learning Outcomes
- Be able to apply standard marketing frameworks and tools to identify business opportunities, evaluate the market and competition, and formulate marketing and product launch recommendations.
- be able to convert a market / consumer opportunity into a product or service offering idea.
- develop strategies and integrated marketing plans for a product launch or market / category entry
- know the definition of international marketing; become familiar with basic marketing concepts and terminology
- Understand of decision-making processes related to marketing strategy and how these decisions relate to other business units within an organization
- understand of the basic psychological principles of consumer behavior
- Understand of the larger social and ethical implications of marketing decisions
Course Contents
- What is international marketing? Reasons for Internationalization
- Selection of International Markets. Risks of internationalization
- Understanding the consumer: market segmentation; Consumer Value Equation; insights generation.
- Positioning. Creating, Developing, and Maintaining Competitive Advantage. Global marketing strategies
- Positioning: Advanced Frameworks
- Effective Business Presentation: Mid-term Team Presentations
- Product design and portfolio management
- Pricing and distribution
- Branding and brand management
- Advertising and Communication
- Integrated marketing planning
- Effective Business Presentation: Final team presentations
Interim Assessment
- 2021/2022 2nd module0.6 * Final team presentations + 0.2 * Course participation + 0.2 * Attendance
Bibliography
Recommended Core Bibliography
- Ogilvy, D. (1985). Ogilvy on Advertising (Vol. First Vintage Books edition). New York: Vintage. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=782238
- Ries, A., & Trout, J. (2000). Positioning : The Battle for Your Mind (Vol. 20th anniversary ed). New York, N.W.: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=55579
Recommended Additional Bibliography
- International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275