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Regular version of the site

International Marketing

Academic Year
Instruction in English
ECTS credits
Course type:
Compulsory course
1 year, 2, 3 module


Course Syllabus


Products and services around the world are transcending national and political boundaries at incredible pace. Due to technological advances, particularly the diffusion of digital technologies and communication devices, the landscape of business has changed drastically creating a plethora of opportunities and challenges at the same time. Companies are now confronted by the rapid globalization of markets and competition that could favor the company to get benefits from unique worldwide brand identity and economies of scale in R&D, marketing, and manufacturing. However all these changes could bring down responsiveness to local markets, slow down most marketing decisions and make worldwide brands more vulnerable. The course assists students to understand environment that managers face today which is filled with complexity and contradictions. A global marketers need to develop special set of knowledge, skills, and competencies allowing them to meet the changing, emerging, and increasingly complex conditions associated with globalization and intricately bound local markets. Apart from a common set of traits, global marketer requires a set of specialized skills, capabilities, and competencies. The course will be focusing mostly on developing such competences, which include sensitivity to cultural diversity, ability to use technology, information systems, and telecommunications effectively to collect and integrate market information all around the world, understanding of cross-cultural issues that impact marketing activities, ability to scan of competitors on a global basis and so forth. This course provides students with all rigor academic frameworks and models whose application in real world is shown through cases, projects, and outside speakers’ experience. The main deliverables of the course are tasks from guest speakers, country snapshot presentation, and final project on developing marketing plan for product launch in foreign markets.
Learning Objectives

Learning Objectives

  • To develop special set of knowledge, skills, and competencies allowing students to meet the changing, emerging, and increasingly complex conditions associated with globalization and intricately bound local markets.
  • To master sensitivity to cultural diversity, ability to use technology, information systems, and telecommunications effectively to collect and integrate market information all around the world, understanding of cross-cultural issues that impact marketing activities, ability to scan of competitors on a global basis.
Expected Learning Outcomes

Expected Learning Outcomes

  • Recognize the type of international environment.
  • Report and present the findings of the global marketing study.
  • Employ different methods to assess the size of the foreign market for any given product.
  • Do a preliminary screening of countries before identifying attractive market opportunities.
  • Estimate economic, political, cultural, financial and legal environment of countries for adjusting marketing strategy in accordance with local opportunities and threats.
  • Understand the self-reference criterion, state the precise definition of global research problem, and apply correct marketing research methods to collect information for making strategic and tactical marketing decision in international context.
  • Develop research design for global market study. Collect the data (secondary and primary) for international market research purposes. Fulfill translation and scalar equivalence criteria.
  • Understand cultural sensitivity in designing and running focus groups in international marketing setting. Apply survey methods for cross-cultural marketing research.
  • Understand issues in international marketing and avoid major mistakes in implementing marketing activities on international basis.
  • Develop market entry strategies and plans for a company, quantify opportunity, and justify the revenue.
  • Apply different international market segmentation approaches.
  • Develop uniform positioning strategy.
  • Design statement of work for advertising agency.
  • Estimate effectiveness of marketing communications.
  • Recognize cross-cultural differences for designing marketing communications.
Course Contents

Course Contents

  • Globalization, global environment, and marketing
    Why to study international marketing. Global perspective and global mindset. Global managers; saturation of domestic markets. Emerging markets. Global competition. Global cooperation. Globalization of markets: convergence and divergence. Impact of globalization. "Flattening" of the world. From connected to hyper-connected world. Benefits and drawbacks of marketing globalization. Evolution of global marketing. Domestic marketing. Export marketing. International marketing. Multinational marketing. Global marketing. Ethnocentric. Polycentric. Regiocentric. Geocentric.issues in global marketing. Economic Environment. Country Competitiveness. Emerging Economies. Evolution of Cooperative Global Trade Agreements. Global E-Commerce. Financial Environment. Global Cultural Environment and Buying Behavior. Elements of Culture. Cross-Cultural Comparisons. Adapting To Cultures. Culture and the Marketing Mix. Global Customer Relationship Management (CRM). Political and Legal Environment. International Agreements. Social Pressures and Political Risk. Marketing Barriers in International Trade. Regulations on E-Commerce.
  • Global marketing research
    Research Problem Formulation. Secondary Global Marketing Research.Primary Global Marketing Research. Focus Groups. Survey Methods for Cross-Cultural Marketing Research. Observational Research. National Culture in International Marketing Research. Internet for Global Market Research Studies. Market Size Assessment. New Market Information Technologies. Managing Global Marketing Research. Selecting a Research Agency. Coordination of Multicounty Research.
  • Market Entry Strategies
    Target Market Selection. Choosing the Mode of Entry. Decision Criteria for Mode of Entry. Mode-Of-Entry Choice—Two Opposing Paradigms: A Transaction-Costs Versus Resource-Based View. Exporting. Licensing. Franchising. Contract Manufacturing (Outsourcing). Joint Ventures. Wholly Owned Subsidiaries. Strategic Alliances. Timing of Entry. Exit Strategies.
  • Global Segmentation and Positioning
    Reasons for International Market Segmentation. Country Screening. Global Marketing Research. Entry Decisions. Positioning Strategy. International Market Segmentation Approaches. Segmentation Scenarios. Bases for International Market Segmentation. International Positioning Strategies. Uniform versus Localized Positioning Strategies. Universal Positioning Appeals. Global, Foreign, and Local Consumer Culture Positioning.
  • Global Advertising
    Global Advertising and Culture. Language Barriers. Cultural Barriers. Setting The Global advertising Budget. Creative Strategy. Benefits of Standardization. Barriers to Standardization. Approaches to Creating Advertising Copy. Global Media Decisions. Media Infrastructure. Trends in the Global Media Landscape. Advertising Regulations. Choosing an advertising Agency. Globally Integrated Marketing Communications.
Assessment Elements

Assessment Elements

  • non-blocking Contributions to class discussions
  • non-blocking Assignments
  • non-blocking Exam
    Экзамен проводится в письменной форме. Экзамен проводится на платформе Zoom (http://zoom.us/) К экзамену необходимо подключиться за 15 минут. Компьютер студента должен удовлетворять требованиям: наличие рабочей камеры и микрофона, поддержка Zoom. Для участия в экзамене студент обязан: поставить на аватар свою фотографию, явиться на экзамен согласно точному расписанию, при ответе включить камеру и микрофон. Во время экзамена студентам запрещено: выключать камеру, пользоваться конспектами и подсказками. Кратковременным нарушением связи во время экзамена считается нарушение связи менее пяти минут. Долговременным нарушением связи во время экзамена считается нарушение пять минут и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи аналогична процедуре сдачи.
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.4 * Assignments + 0.2 * Contributions to class discussions + 0.4 * Exam


Recommended Core Bibliography

  • International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275
  • International Marketing (RLE International Business) : Strategy and Management Gilligan, Colin; Hird, Martin Routledge 2012 ISBN: ISBN number:9780415641135, ISBN number:9781135133870 SERIES: Routledge Library Editions: International Business Ser.
  • Market-Driven Management : Strategic and Operational Marketing, 3rd ed., 590 p., Lambin, J.-J., Schuiling, I., 2012
  • The Handbook of International Advertising Research : Handbook of International Advertising Research Cheng, Hong John Wiley & Sons, Incorporated 2014 SERIES: Handbooks in Communication and Media Ser.

Recommended Additional Bibliography

  • Appadurai, Arjun. Modernity at Large : Cultural Dimensions of Globalization, University of Minnesota Press, 1996. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=310379.
  • Online Consumer Behavior : Theory and Research in Social Media, Advertising and E-Tail Close Scheinbaum, Angeline Routledge 2012 SERIES: Marketing and Consumer Psychology Ser.
  • Oxford Handbook of Qualitative Research : Oxford Handbook of Qualitative Research, edited by Patricia Leavy, Oxford University Press, Incorporated, 2014. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=1657789.
  • Ritzer, George, and Paul Dean. Globalization : A Basic Text, John Wiley & Sons, Incorporated, 2015. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=1865614.