International Marketing

Master 2021/2022

Type: Compulsory course (Marketing: Digital Technology and Marketing Communications)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 1 year, 4 module

Mode of studies: distance learning

Open to: students of all HSE University campuses

Instructors: Vera Butkovskaya

Master’s programme: Маркетинг: цифровые технологии и маркетинговые коммуникации

Language: English

ECTS credits: 4

Contact hours: 32

Full Syllabus

Abstract

This 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 examination of the key management decisions on developing and executing successful global marketing strategy. The emphasis is on the strategic implications of competition in different national markets and on a global arena. The course is relevant for both future professional application and further scientific studies.

Learning Objectives

We will aim to develop an in-depth and considered understanding of the key issues that have to do with the applications of Marketing in companies with an International Orientation.
Main objectives: 1. To highlight the importance of view marketing from a global perspective. 2. To develop an understanding of the basic concepts of international marketing management. 3. To gain skills for international marketing strategy development. 4. 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 and thus to develop the most important international marketers’ skills. 5. To provide students with models, theories, frameworks, perspectives, and concepts to succeed in the global arena.
Main objectives: 1. To highlight the importance of view marketing from a global perspective. 2. To develop an understanding of the basic concepts of international marketing management. 3. To gain skills for international marketing strategy development. 4. 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 and thus to develop the most important international marketers’ skills. 5. To provide students with models, theories, frameworks, perspectives, concepts to be successful in the global arena.

Expected Learning Outcomes

To adapt the product to local consumers’ needs. To choose an international pricing strategy for the particular case. To choose the most effective channels and means for international distribution. To develop a communication plan in the international market.
To apply international marketing and management frameworks. To select a proper country/market to enter. To differentiate entry modes.
To define the basis of global competitive advantage and positioning strategy.
To develop an international marketing plan.
To understand cultural differences in managing multinational companies. To use world reports for analysis of the world economic situation.
To understand the specifics of international marketing.

Course Contents

Topic 1-2. Introduction to International Marketing:
Topic 3. The Global market environment:
Topic 4. Selection of International Markets:
Topic 5. International Marketing Strategy
Topic 6-7. International Marketing Mix:
Topic 8. International Marketing Plan (Team Project Preparation):

Assessment Elements

Individual assignments (Case studies)
Individual assignment, case study text should be read by students before the related sessions.
Team Project
Done in groups, delivered in form of a brief pdf report and oral presentation*. *In case the student cannot present on the day of the presentation he/she should inform the professor min 2 weeks ahead.
Final Exam
Based on theoretical seminars and practical sessions. Students will have a list of topics for the exam preparation.

Interim Assessment

2021/2022 4th module
0.2 * Team Project + 0.3 * Individual assignments (Case studies) + 0.5 * Final Exam

Bibliography

Recommended Core Bibliography

International marketing, , 2020

Recommended Additional Bibliography

Global marketing : contemporary theory, practice, and cases, Alon, I., 2017
Global marketing and advertising : understanding cultural paradoxes, Mooij de, M., 2019
Global marketing, Keegan, W. J., 2017
Marketing & economics : an integrated approach to making effective business decisions in the world of global marketing, Kermally, S., 2016
Research in international marketing, , 2013

Course Syllabus