International Marketing

2022/2023

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Marketing

Course type:

Compulsory course

When:

1 year, 4 module

Instructor

Butkovskaya, Vera

Course 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

• Case studies
• Team Project
• Final Exam

Interim Assessment

• 2022/2023 4th module
  0.28 * Case studies + 0.5 * Final Exam + 0.22 * Team Project

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