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International Marketing

2020/2021
Учебный год
ENG
Обучение ведется на английском языке
5
Кредиты
Кто читает:
Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"
Статус:
Курс обязательный
Когда читается:
1-й курс, 1, 2 модуль

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

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

Expected Learning Outcomes

  • know the definition of international marketing; 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
Course Contents

Course Contents

  • Introduction. International Marketing: Definition and Role in Organization
  • Opportunity analysis: market selection and competitive analysis in international business
  • Understanding the consumer: market segmentation; Consumer Value Equation; insights generation.
  • Positioning a product / service: Principles and Basic Models
  • 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
Assessment Elements

Assessment Elements

  • non-blocking Final team presentations
  • non-blocking Course participation
  • non-blocking Attendance
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.2 * Attendance + 0.2 * Course participation + 0.6 * Final team presentations
Bibliography

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