Бакалавриат 2024/2025

Международный маркетинг

Статус: Курс обязательный (Маркетинг и рыночная аналитика)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 3-й курс, 1 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Бутковская Вера Петровна, Нанда Анита Санджаевна

Язык: английский

Кредиты: 4

Course Syllabus

Abstract

This course addresses fundamental issues and concepts relevant to international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides a basic understanding of global marketing strategy practices and decisions. The emphasis is on understanding the global markets' similarities and differences and evaluating potential international opportunities and risks.

Learning Objectives

• We will aim to develop an in-depth and considered understanding of the critical issues that have to do with the applications of Marketing in companies with an International Orientation.

Expected Learning Outcomes

• Define the international market and its specific characteristics.
• Analyze the main factors of global markets and the environment.
• Classify international market opportunities and risks.
• Evaluate the advantages of different market entry modes.
• Approach international targeting and positioning.
• Recognize the difference between global and multinational strategies.
• Evaluate marketing mix standardization and adaptation practices.
• Connect international marketing analysis and decision-making.

Course Contents

• Introduction
• International Market Analysis
• International Marketing Strategy
• Standartization vs. Adaptation

Assessment Elements

• Projet
• Case study - Team Presentation
• Case study - Individual Participation
• Periodic control
  The periodic control will be online with Proctoring. The video recording is a matter of obligatory revision before publishing final grandes. The use of AI generative text can cause a question suspension.
• Final Exam
  Exam will be online with Proctoring. The video recording is a matter of obligatory revision before publishing final grandes. The use of AI generative text can cause a question suspension.

Interim Assessment

• 2024/2025 1st module
  0.18 * Case study - Individual Participation + 0.12 * Case study - Team Presentation + 0.4 * Final Exam + 0.1 * Periodic control + 0.2 * Projet

Bibliography

Recommended Core Bibliography

• Global marketing and advertising : understanding cultural paradoxes, Mooij de, M., 2019
• International marketing, , 2020

Recommended Additional Bibliography

• Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
• Manrai, A. K. (2019). New Research on Designing Elements of an International Marketing Mix. https://doi.org/10.1080/08911762.2019.1620457
• Samiee, S., & Chirapanda, S. (2019). International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), 20–37. https://doi.org/10.1177/1069031X18812731

Authors

• Butkovskaia Vera Petrovna