Международный маркетинг

International Marketing 

Международный маркетинг

 

Instructor:

Joan Freixanet, PhD, Assistant Professor, Department of Marketing, Graduate School of Management, St Petersburg University

Workload:

6,0 ECTS

Contact hours: 45 

Prerequisites:

no

Goals and objectives:

The overall objective is to provide an informed appreciation of international marketing as an academic subject and management practice. Linked to this aim are the three following aims: 
• To provide students with insights into certain issues in international marketing: To what degree and in what ways is international marketing different from "domestic" marketing? What are the key developments in the international marketing environment? What are key sources of competitive advantage creation by applying international marketing practices?
• To focus on the central strategic issues in international marketing - standardization vs adaptation; alignment of business strategy and marketing strategy; search for competitive advantage in global market; 
• To propose a decision-based approach to international markets analysis;
• To examine the topic of market entry and development; 
• To consider the relevance of inter-firm cooperation and strategic alliances in market entry and development. 

Upon completion, the student should have complex knowledge and understanding of global markets and related opportunities and issues, of the implications of global environmental factors for business, and of major international marketing management concepts, strategies and practices. The student should also have better analytical and decision-making skills which are essential for effective planning, organizing and controlling of foreign operations. The student should also have acquired a better sensitivity toward different cultures and be able to interact crossculturally. 

Course Content:

The course consists of the following topics: 
(1) Scope of international marketing. The decision to internationalize. International marketing strategy. Competitiveness. Resources and capabilities. 
(2) Decide which markets to entry. Global marketing environment. International market research. 
(3) Market entry strategies. 
(4) Designing the global marketing program. 

(5) Implementing and coordinating the global marketing program.  

Teaching Methods:

Lectures, seminars, case studies, group work, exercises, home and class discussion and assignments. 

Course Reading:

1. Hollensen S., (2007). Global Marketing: A decision-oriented approach. 4th ed. Prentice Hall: Harlow, England. 
2. Bradley F., (2005). International Marketing Strategy. 5th ed. Prentice Hall. An imprint of Pearson Education: Harlow, England. 
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