2025/2026
Международный маркетинг
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:
Шевченко Максим Егорович
Язык:
английский
Кредиты:
6
Контактные часы:
48
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
- After completing this course, you will understand the elements and the role of the marketing function within organizations. A broad overview of major aspects of marketing will be covered. This includes, but is not limited to consumer behavior, marketing research, market segmentation, competitive analysis, product design, branding, pricing, and advertising/promotional strategy.
Expected Learning Outcomes
- To be able to understand the basic psychological principles of consumer behavior
- To become familiar with basic marketing concepts and terminology
- To be able to understand of decision-making processes related to marketing strategy and how these decisions relate to other business units within an organization
- To be able to understand the larger social and ethical implications of marketing decisions
- To be able to understand the elements and the role of the marketing function within organizations
- To be prepared for your next marketing course in the MBA program
- To be able to provide competitive analysis
- To learn a broad overview of major aspects of marketing: consumer behavior, marketing research, market segmentation, competitive analysis, product design, branding, pricing, and advertising/promotional strategy.
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
- AttendanceConsidering the pace of coursework, and the interdependence of students in the close teamwork environment, attendance (both in class and in independent team meetings) is critical.
- In-class participationClass participation is an important component of your grade. I will consider both the quality and quantity of your contributions to our class. Please notify me in advance if you must miss a class for circumstances beyond your control.
- Mid-term business case presentationToward the goal of helping you “learn by doing,” we will be working in business teams throughout this semester (very similar to real-life multifunctional business teams developing and executing marketing plans in today’s multinational corporations). Each team will select a challenging business/ marketing project, and will consistently work to apply knowledge and tools acquired in class to develop, validate and present a full-scale marketing plan addressing that business / marketing challenge. You will be expected to turn in and present a number of assignments related to this project throughout the semester and then generate a complete marketing plan for the product. Deliverables related to the marketing plan will be 1) a written report and 2) a professional presentation to the “upper management” or a “group of investors” by the team.
- Final business case presentation
Interim Assessment
- 2025/2026 1st module0.25 * Attendance + 0.4 * Final business case presentation + 0.1 * In-class participation + 0.25 * Mid-term business case presentation
Bibliography
Recommended Core Bibliography
- Foundations of international marketing, Johnston, S., 1998
- 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, Planning, Market Entry & Implementation, Bennett, R., 1998
- 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.
- 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.