Магистратура
2026/2027
Практические инструменты маркетинга в международном бизнесе
ID 1166880
Статус:
Курс по выбору (Международный менеджмент / Master in International Management)
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
2-й курс, 2 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Красников Александр Владимирович
Язык:
английский
Кредиты:
3
Контактные часы:
24
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
- to apply approaches to building brand communication (brand history, branding through loyal consumers and communities)
- use quantitative methods for marketing strategy effectiveness assessment: market sizing, margin and break-even analysis, consumer “lifespan” (Customer Lifetime Value)
- Apply various marketing frameworks and concepts, such as 5C, 3V, 4P, brand model and other patterns with the purpose of business development and kpi targeting
- Identify consumer needs addressing specific goals and within stated budgets, find new solutions with research and development
- To apply approaches to building brand communications (brand history, packaging, branding through loyal consumers and communities)
- To pricing and its management (price elasticity, price adjustment, and price discrimination) to chose distribution models that best suit the strategy of the company
- Learn how to create the main marketing documents (market plan, budget, media plan, etc.)
- 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
- AttendanceIt is applied to lectures and seminars.
- ExamExam
- Seminar Participation Grade
- Home Assignment 1 (Individual)
- Home Assignment 2 (Individual)
- Analytical Report in International Marketing (Team)Students form teams of 5 students to work on Analytical Report
Interim Assessment
- 2026/2027 2nd module0.12 * Seminar Participation Grade + 0.4 * Exam + 0.1 * Attendance + 0.08 * Home Assignment 2 (Individual) + 0.22 * Analytical Report in International Marketing (Team) + 0.08 * Home Assignment 1 (Individual)
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
Recommended Additional Bibliography
- Arte, et al 2023, Sustainable International Business:Smart Strategies for Business and Society, Springer Nature, ChamAvailable
- Bizon, N., & Appasani, B. (Eds.). (2026). Explainable Artificial Intelligence for Trustworthy Decisions in Smart Applications. Springer Nature Switzerland.
- Golec, M., Hatay, E.S., Gill, S.S., & Buyya, R. (2025). Artificial Intelligence (AI): Foundations, trends and future directions. Telematics and Informatics Reports, 20. https://doi.org/10.1016/j.teler.2025.100265