• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedFor visually-impairedUser profile (HSE staff only)Search
Advanced search
Menu
HSE University
User profile (HSE staff only)Search
Advanced search

Course Syllabus

2025/2026

Practical Marketing Tools in International Business

Type: Mago-Lego
Delivered by: Department of Marketing
When: 1, 2 module
Open to: students of one campus
Instructors: Alexander V. Lebedev
Language: English
Contact hours: 48

Course Syllabus

Full SyllabusAsk Question

Abstract

This course provides a structured application of marketing frameworks within international business contexts, designed for students specializing in International Business and Management. Participants will develop proficiency in deploying practical marketing tools across two integrated phases: domestic market development and cross-border export strategies. Suitable for students seeking to operationalize marketing theory within international contexts. Prior coursework in introductory marketing or international business is recommended.
Learning Objectives

Learning Objectives

  • Memorize essential marketing concepts
  • Comprehend the context of the application of various marketing tools
  • Evaluate the interplay between corporate marketing practices and international policy
  • Apply evidence-based market research frameworks to validate product-market fit
  • Adapt core marketing mix elements for international expansion
  • Synthesize marketing insights with international relations theory
Expected Learning Outcomes

Expected Learning Outcomes

  • Diagnose context-specific applications of core marketing tools
  • Construct market-entry strategies that reconcile commercial objectives with socio-cultural realities
  • Select and justify context-specific marketing tools for domestic and international scenarios
  • Synthesize domestic and international marketing workflows into a cohesive action plan
Course Contents

Course Contents

  • Evolution of Marketing Theory and Practice: Contemporary Applications and Future Trajectories
  • Product and Service Strategy in Global Markets: Customer Segmentation, Targeting, and Positioning (STP) Frameworks
  • Brand Architecture in International Business: Balancing Local Identity and Global Scalability
  • Global Distribution Channel Management: Optimizing Physical and Digital Pathways
  • International Pricing Strategies: Navigating Tariffs, Excise Duties, and Fiscal Regulations
  • Integrated Marketing Communications (IMC) in Cross-Border Contexts: Advertising, PR, and Digital Promotion
  • Internationalization Pathways: Trade Policy, Export Strategies, and Market Adaptation Frameworks
  • Cross-Cultural Marketing Ethics and Sustainability: Navigating Societal Expectations in Global Markets
  • Market Entry Strategy Formulation: Evaluating Modes of International Expansion
  • Scaling Global Operations: From Market Entry to Sustainable International Growth
Assessment Elements

Assessment Elements

  • non-blocking Analysis and group presentation of the case
  • non-blocking Excel positioning game
  • non-blocking Development of a Marketing Plan for the creation and launch of a product on the Domestic market
  • non-blocking Development of a marketing plan for launching and scaling the product on the International market
  • non-blocking Written Exam
    The exam is conducted on the StartExam platform and consists of several blocks: tests containing various types of questions, essays, and solving a business case.
Interim Assessment

Interim Assessment

  • 2025/2026 2nd module
    0.15 * Analysis and group presentation of the case + 0.15 * Development of a Marketing Plan for the creation and launch of a product on the Domestic market + 0.25 * Development of a marketing plan for launching and scaling the product on the International market + 0.1 * Excel positioning game + 0.35 * Written Exam
Bibliography

Bibliography

Recommended Core Bibliography

  • International marketing, , 2020
  • Marketing communications, Egan, J., 2020
  • Marketing, Pride, W. M., 2020
  • 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

  • Choice of Market Entry Mode is Contingent on Environment: Integrating the Resource Dependence and Contingency Theory Perspectives. (2019). https://doi.org/10.5281/zenodo.3415346
  • Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications, Global Edition (Vol. Eighth edition ; Global edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1613746
  • Colin Barrow, Paul Barrow, & Robert Brown. (2021). The Business Plan Workbook : A Step-By-Step Guide to Creating and Developing a Successful Business: Vol. Tenth edition. Kogan Page.
  • Daniel Rowles. (2022). Digital Branding : A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. Kogan Page.
  • Fernie, J., & Sparks, L. (2019). Logistics and Retail Management : Emerging Issues and New Challenges in the Retail Supply Chain (Vol. Fifth edition). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1922108
  • Gnangnon, S. K. (2019). Trade Policy Space, Economic Growth, and Transitional Convergence in terms of Economic Development. Journal of Economic Integration, (1), 1. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.ris.integr.0762
  • Kirton, J. J., & Trebilcock, M. J. (2016). Hard Choices, Soft Law : Voluntary Standards in Global Trade, Environment and Social Governance. Milton Park, Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1480682
  • Kokubu, K., & Nagasaka, Y. (2020). Sustainability Management And Business Strategy In Asia. World Scientific.
  • Laasch, O., & Conaway, R. (2014). Responsible Business: A Textbook for Theory; Practice and Change. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.58A64A5
  • Mohanty, M., & Shankar, R. (2019). A hierarchical analytical model for performance management of integrated logistics. Journal of Management Analytics, 6(2), 173–208. https://doi.org/10.1080/23270012.2019.1608326
  • Nagle, T. T., & Müller, G. (2018). The Strategy and Tactics of Pricing : A Guide to Growing More Profitably (Vol. Sixth edition). New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1639137
  • Neslin, S. A., Winer, R. S., & World Scientific (Firm). (2014). History Of Marketing Science, The. Singapore: World Scientific / Now Publishers. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=824748
  • Poddar, N., & Agarwal, D. (2019). A comparative study of application effectiveness between digital and social media marketing for sustainability of start-ups. International Journal of Business Insights & Transformation, 12(2), 50–54. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=138805055
  • Ralf T. Kreutzer. (2021). Online Marketing (Vol. 1st ed. 2022). Springer.
  • Retail internationalization : analysis of market entry modes, format transfer and coordination of retail activities, Elsner, S., 2014
  • Seung Yoon Ko, Sung Won Cho, & Chulung Lee. (2018). Pricing and Collaboration in Last Mile Delivery Services. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.5BE62908
  • The sustainability mindset principles : a guide to developing a mindset for a better world, Rimanoczy, I., 2021
  • Value-based marketing strategy : pricing and costs for relationship marketing, Lopez, S., 2014

Authors

  • Лейбман Юлия Анатольевна
  • LEBEDEV ALEKSANDR VALEREVICH
  • FILIPSKAYA ELENA VLADIMIROVNA