Магистратура 2025/2026

Международные маркетинговые стратегии

Статус: Курс по выбору (Маркетинг - менеджмент)

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 2-й курс, 3 модуль

Охват аудитории: для своего кампуса

Преподаватели: Бутковская Вера Петровна

Язык: английский

Кредиты: 3

Контактные часы: 24

Course Syllabus

Abstract

The purpose of the course is to introduce the main concepts of international marketing, to teach how to use special tools for the development of an international marketing strategy and adapt it to the particularities of the country. The course will be useful not only for those who plan to make their career in international companies, but also for those who want to clarify why some foreign companies are successful in local markets and others are not, as well as how best deal with international partners. The course addresses global issues and describes concepts relevant to all international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides an overview of the key management decisions about product, communication, distribution, and pricing on performing a successful global marketing strategy. The emphasis in seminars is made on case studies, real international business challenges, and understanding of cultural differences. Students of the course should have a broad view of the international arena and be aware of current international trends. A high interest in understanding the features of developing an international marketing strategy is appreciated. As a final group project, students will develop an international marketing strategy taking into account current realities. As we progress through the course topics, we will consistently perform the tasks of the final project. Feedback will allow you to fix comments before the time of final project delivery.