Practical Marketing Tools in International Business

2026/2027

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент маркетинга

Статус:

Курс по выбору

Когда читается:

2-й курс, 2 модуль

Преподаватель

Красников Александр Владимирович

Course Syllabus

Abstract

This course equips master's students with the practical analytical tools that marketing managers use when taking a firm into international markets. It focuses on applying quantitative methods to three core areas of international marketing practice: understanding foreign markets, planning the marketing mix, and experimentation. Students work hands-on with data throughout, learning to analyze market potential and customer differences across countries, build and interpret models that support marketing mix decisions, and design and evaluate experiments that test marketing choices in unfamiliar markets. Particular attention is paid to turning analytical results into clear, defensible recommendations for managers. The course combines three lectures with three applied seminars, each centered on methods students can apply directly in the practice of international marketing management.

Learning Objectives

• Students will be able to apply quantitative methods to assess foreign markets, plan the marketing mix, and test marketing decisions through experimentation.
• Students will be able to evaluate analytical results and create evidence-based recommendations for international marketing managers.

Expected Learning Outcomes

• Analyze market data to compare the attractiveness of foreign markets and identify differences in customer needs across countries.
• Apply marketing response models to allocate marketing resources across markets and channels.
• Design experiments that test pricing, product, and communication decisions and evaluate their results.
• Formulate evidence-based recommendations for managers and justify them using analytical findings.

Course Contents

• Market Attractiveness Analysis
• Cross-Country Customer Analysis
• Ethics in International Marketing
• Standardization vs. Adaptation
• Marketing Mix Modeling
• Budget Allocation Across Markets
• Marketing Experimentation
• AI for Market Intelligence
• AI-Assisted Decision Support

Assessment Elements

• Attendance
  It is applied to lectures and seminars.
• Exam
  Exam
• Seminar Participation Grade
• Home Assignment 1 (Individual)
• Home Assignment 2 (Individual)
• Analytical Report in International Marketing (Team)

Interim Assessment

• 2026/2027 2nd module
  0.12 * Seminar Participation Grade + 0.4 * Exam + 0.1 * Attendance + 0.08 * Home Assignment 2 (Individual) + 0.08 * Home Assignment 1 (Individual) + 0.22 * Analytical Report in International Marketing (Team)

Bibliography

Recommended Core Bibliography

• Principles of business & management : practicing ethics, responsibility, sustainability, Laasch, O., 2024
• The future of purpose-driven branding : signature programs that impact & inspire both business and society, Aaker, D., 2023

Authors

• Filipskaia Elena Vladimirovna
• Krasnikov Aleksandr Vladimirovich
• Agliullina Diana Rinatovna