Международный маркетинг

2026/2027

ID 1253331

Статус: Маго-лего

Кто читает: Школа инноватики и предпринимательства

Где читается: Школа инноватики и предпринимательства

Охват аудитории: для своего кампуса

Язык: русский

Кредиты: 6

Контактные часы: 48

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Аннотация

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.

Цель освоения дисциплины

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.

Планируемые результаты обучения

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.

Содержание учебной дисциплины

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

Элементы контроля

course participation
attendance
team project

Промежуточная аттестация

2026/2027 2nd module
0.6 * team project + 0.2 * course participation + 0.2 * attendance

Список литературы

Авторы

Кратко Ирина Геннадиевна

Программа дисциплины