2025/2026
Международные маркетинговые стратегии
Статус:
Маго-лего
Кто читает:
Школа инноватики и предпринимательства
Где читается:
Школа инноватики и предпринимательства
Когда читается:
1 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Буевский Вячеслав
Язык:
английский
Кредиты:
6
Контактные часы:
40
Course Syllabus
Abstract
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.
Learning Objectives
- To learn how to work in a typical team in a multinational company on a joint project
- To be able to run basic independent open-source data collection on a target market
- To be able to provide management with basic data analysis and structured recommendations
- To be able to put together a basic business report in a common modern PowerPoint format
- To be able to assess at high level which market entry mode is suitable for a specific product and market
- To be able to analyze unknown product market for size, structure, dynamics, key trends, barriers, opportunities and differences from a known market
Expected Learning Outcomes
- To provide the graduating class of students with hands-on, practical experience in assisting a typical marketing, research or sales team in planning and executing business expansion initiative
- To learn how to work in a typical team in a multinational company on a joint project
- To run basic independent open-source data collection on a target market
- To provide management with basic data analysis and structured recommendations
- To 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
- To analyze unknown product market for size, structure, dynamics, key trends, barriers, opportunities and differences from a known market
- To assess high-level market’s attractiveness and recommend market entry
- To estimate basic product sales volume targets
Course Contents
- Course overview and logistics
- Review on business strategy and marketing role in it
- Core marketing strategies
- Difference between international and domestic marketing strategies
- Market entry planning and modelling best practices
- 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
Interim Assessment
- 2025/2026 1st module0.2 * Final quiz + 0.2 * Mid-term quiz + 0.5 * Team project + 0.1 * Сourse participation
Bibliography
Recommended Core Bibliography
- Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
- Global Marketing Strategy, Douglas, S. P., 1995
- 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
Recommended Additional Bibliography
- International marketing : strategy and management, Gilligan, C., 2013