International Marketing Strategies

Master 2023/2024

Type: Elective course (Marketing Management)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 2 year, 3 module

Mode of studies: distance learning

Online hours: 20

Open to: students of one campus

Instructors: Ekaterina V. Buzulukova

Master’s programme: Marketing Management

Language: English

ECTS credits: 3

Contact hours: 16

Full Syllabus

Abstract

The purpose of the course is to introduce the main concepts of international marketing, to teach how to use special tools for the development of an international marketing strategy and adapt it to the particularities of the country. The course will be useful not only for those who plan to make their career in international companies, but also for those who want to clarify why some foreign companies are successful in local markets and others are not, as well as how best deal with international partners. The 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 overview of the key management decisions about product, communication, distribution, and pricing on performing a successful global marketing strategy. The emphasis in seminars is made on case studies, real international business challenges, and understanding of cultural differences. Students of the course should have a broad view of the international arena and be aware of current international trends. A high interest in understanding the features of developing an international marketing strategy is appreciated. As a final group project, students will develop an international marketing strategy taking into account current realities. As we progress through the course topics, we will consistently perform the tasks of the final project. Feedback will allow you to fix comments before the time of final project delivery.

Learning Objectives

To know how to make global marketing analysis and to select proper countries to enter
To provide students with models, theories, frameworks, concepts to be successful in the global arena.
To gain skills for international marketing strategy development
To choose proper entry modes for current circumstances
To balance developing operational marketing strategies between standardization and localization approaches.

Expected Learning Outcomes

To adapt product to local consumers need
To adapt to local peculiarities and overcome misunderstandings in global negotiation
To choose international pricing strategy for the particular case
To differentiate entry modes
To know how to make global marketing analysis and select proper countries to enter
To choose proper entry modes for current circumstances.
To balance developing operational marketing strategies between standardization and localization approaches.
Ability to develop international marketing strategy
The choice of a proper international positioning strategy
To find a balance between standardization and localization approaches in managing international marketing operations

Course Contents

What is international marketing? Reasons for Internationalization
Selection of International Markets. Risks of internationalization
International Market Entry Modes
The choice of a proper entry mode
Positioning. Creating, Developing, and Maintaining Competitive Advantage. Global marketing strategies
International Product and Brand Management.
Global Pricing
International Marketing Communications
Managing Global Distribution Channels
Multicultural Negotiations

Assessment Elements

Mini-tests on course topics
Mini-tests on course topics
Home tasks
Home tasks 1. The choice of a country to enter Home tasks 2. Selecting a proper entry mode to enter
Webinar activity
To a large extent, learning in this class is related to your willingness to expose your insights and viewpoints to the critical judgment of your classmates. Thus, each one of you is expected to contribute to class discussions. This includes preparation for class by doing the assigned reading, thoroughly preparing any assigned problems, and presenting your opinions or summaries of material covered in class. The basis for class participation is quality, not quantity.
Final test
Group project presentation of international markting strategy development
1. Executive Summary / cover/ main goal 2. Company (Product) Description 3. Environmental analyses of target countries using PESTEL, BERI-Index, CAGE Model and implications that include: 3.1. Criteria for choosing countries to enter 3.2. Entry mode selection 3.3. Local market opportunities analyses and risks 4. Competitors analyses (global + local). Benchmarking. Competitive advantages analyses of your company 5. Targeting, positioning 6. Type of International Marketing strategy 7. International Communication activities to support the strategy 8. Recommended pricing strategy 9. Distribution 10. Conclusions All the necessary information is presented.

Interim Assessment

2023/2024 3rd module
0.25 * Final test + 0.25 * Group project presentation of international markting strategy development + 0.2 * Home tasks + 0.15 * Mini-tests on course topics + 0.15 * Webinar activity

Bibliography

Recommended Core Bibliography

Alon, I., Jaffe, E. D., & Vianelli, D. (2016). Global Marketing : Contemporary Theory, Practice, and Cases (Vol. Second edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417364
Chen, L. (2017). Intercultural Communication. Boston: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1504955
Chong Wu, Fang Huang, Caihong Huang, & Huiming Zhang. (2018). Entry Mode, Market Selection, and Innovation Performance. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.C2E6C172
Ferri, G. (2018). Intercultural Communication : Critical Approaches and Future Challenges. Cham, Switzerland: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1709221
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
Keegan, W. J., & Green, M. C. (2017). Global Marketing, Global Edition (Vol. Ninth edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419675
Schlegelmilch, B. B. (2016). Global Marketing Strategy : An Executive Digest. Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1175378

Recommended Additional Bibliography

Athukorala, P., Dixon, P. B., & Rimmer, M. T. (2018). Global Supply Chains: Towards A Computable General Equilibrium Analysis. Economic Papers, 37(3), 198–219. https://doi.org/10.1111/1759-3441.12213
Catalin Mihail BARBU. (2011). Cultural Adaptation of Products. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.B431C7BF
Companies’ contribution to sustainability through global supply chains. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.38A01A7E
International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275
KIM, Y. H., & DAVIS, G. F. (2016). Challenges for Global Supply Chain Sustainability: Evidence from Conflict Minerals Reports. Academy of Management Journal, 59(6), 1896–1916. https://doi.org/10.5465/amj.2015.0770
Piller, I. (2011). Intercultural Communication : A Critical Introduction. Edinburgh: Edinburgh University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=370802
Sherlekar, S. A., & Sherlekar, V. S. (2010). Global Marketing Management : (under Value-based Integrated Customerised Approach) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332271

Course Syllabus