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Международные маркетинговые стратегии

2020/2021
Учебный год
RUS
Обучение ведется на русском языке
4
Кредиты
Кто читает:
Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"
Статус:
Курс по выбору
Когда читается:
2-й курс, 1, 2 модуль

Преподаватель

Программа дисциплины

Аннотация

Prerequisites: International Marketing. Launching or expanding a product or service into a new territory is a highly common task in current business environment and there is a reasonable assumption that many students might face these tasks already within a year from graduation. Business expansion projects follow predictable patterns and many common best practices have been identified and are currently being deployed. Most of these best practices are learnable in academic environment and early exposure of students to these best practices will better prepare them for future career. Regardless of the role they are going to take in the future employer, member of the frontline execution team or support personnel, they will benefit from knowing how business is grown. This course will be of interest to anyone who is planning to work for a multinational company, launching, expanding and managing products into a new market. Beyond giving a broad overview of common business practices in product launch and specifics of working with multiple markets, the course will focus on practical operational skills required for independent launch of a multinational brand on a new market
Цель освоения дисциплины

Цель освоения дисциплины

  • Work in a typical team in a multinational company on a joint project
  • Run basic independent open-source data collection on a target market
  • Provide management with basic data analysis and structured recommendations
  • Put together a basic business report in a common modern PowerPoint format
  • Be able to assess at high level which market entry mode is suitable for a specific product and market
  • Analyze unknown product market for size, structure, dynamics, key trends, barriers, opportunities and differences from a known market
  • Assess high-level market’s attractiveness and recommend market entry
  • Estimate basic product sales volume targets
Планируемые результаты обучения

Планируемые результаты обучения

  • know about marketing role in business strategy
  • know the basic marketing strategies
  • learn about international and domestic marketing strategies
  • know how to run basic independent open-source data collection on a target market
  • be able to assess at high level which market entry mode is suitable for a specific product and market
  • be able to work in a typical team in a multinational company on a joint project and run basic independent open-source data collection on a target market
  • be able to analyze unknown product market for size, structure, dynamics, key trends, barriers, opportunities and differences from a known market
  • be able to assess high-level market’s attractiveness and recommend market entry
  • know how to provide management with basic data analysis and structured recommendations
Содержание учебной дисциплины

Содержание учебной дисциплины

  • Course overview and logistics
  • Review on business strategy and marketing role in it
    Guest speaker: Management Consultant with examples of strategy work and role of marketing in them
  • Core marketing strategies
    Guest speaker: Marketing manager with examples of local product management practices
  • Difference between international and domestic marketing strategies
    Guest speaker: Marketing executive who worked in a global role, managing products across multiple countries
  • Market entry planning and modelling best practices
    Guest speaker: Management consultant with extensive experience in market entrance strategies
  • Market selection and sizing
  • Understanding consumer
  • Selecting or designing product for launch
  • Go-to-market strategy
  • Communication mix
  • Financial decision making
  • Putting it all together: final team projects presentations
    Guest jury: a panel of 2-3 guest executives with relevant roles to judge team presentations, plus 1-2 academics from the university to evaluate the academic robustness of the findings.
Элементы контроля

Элементы контроля

  • неблокирующий Team project
  • неблокирующий mid-term quiz
  • неблокирующий final quiz
  • неблокирующий course participation
Промежуточная аттестация

Промежуточная аттестация

  • Interim assessment (2 module)
    0.1 * course participation + 0.2 * final quiz + 0.2 * mid-term quiz + 0.5 * Team project
Список литературы

Список литературы

Рекомендуемая основная литература

  • International Marketing (RLE International Business) : Strategy and Management Gilligan, Colin; Hird, Martin Routledge 2012 ISBN: ISBN number:9780415641135, ISBN number:9781135133870 SERIES: Routledge Library Editions: International Business Ser.
  • Onkvisit, S., & Shaw, J. J. (2009). International Marketing : Strategy and Theory (Vol. 5th ed). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=275440

Рекомендуемая дополнительная литература

  • International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275
  • Marketing in the 21st Century Emerald Group Emerald Publishing Limited 2004 ISBN: ISBN number:9781846632907, ISBN number:9781846632907