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   Course Title    International Marketing
Lecturer    Vladimir Kolchanov
Institution    International Management Institute of St.Petersburg
Country    Russia


1. AIM OF THE COURSE

 

The basic concepts and tools of marketing can be applied to both international and domestic activities of a company. The difference between local and international marketing derives mainly from certain peculiarities in national environments within which these activities take place and the differences in strategies of a company operating in various foreign markets.

The course aims to develop MBA students' skills in defining and implementing international marketing strategies in diverse contexts. The first objective of the course is to introduce a systematic approach to international marketing as a process of optimizing a company's resources and achieving its targets in foreign markets.

The key issue a company should tackle when considering an opportunity of entering a foreign market is whether it can have leverage on sufficient resources within this company and whether it can provide value to customers in a different environment.

Another important objective of the course is to develop the practical skills of students with regards to decisions they have to make in the field of international marketing, such as choice of the market(s), entry mode, analysis and selection of appropriate strategies, creation of a marketing plan for each selected market, etc.

Particular attention is paid to the problems of overcoming national differences in business culture when starting international operations.

 

2. ROLE OF THE COURSE IN THE OVERALL DEGREE CURRICULUM

 

The IMISP MBA program is split into 3 stages. The first stage (7 months) starts with the introductory courses of "Business System" and "Quantitative Methods". They are followed by a set of core courses dealing with main functional areas of management, including "Marketing".

During the second stage (7 months) participants gain knowledge and skills in the areas of management which mainly refer to long-term strategic characteristics and options of business. This stage is a combination of core and complimentary subjects (electives). "International Marketing" will be offered as one of these elective courses. The course is delivered in English.

The third stage is preparation and presentation of a graduation project (3 months). The purpose of the project is to provide an opportunity to relate the theory participants have learned to specific business problems of the real world, particularly those of strategic significance.

 

3. TEACHING METHODS

 

Teaching methods used are based on a mixture of lectures and various interactive forms, including case studies, role games, PC simulations, intensive discussions of participants' business problems and analysis of video materials. In our pedagogical approach that is the only way to teach this subject as it requires synergy of theoretical knowledge and applied practical skills. The intermediate control is done through tests to be taken on the course topics. The final grade is defined considering participants' class activity, results of intermediate tests and results of a comprehensive final examination (in writing).

 

4. COURSE CONTENT

 

TOPIC 1. The Subject of International Marketing (8 hours)

 

Definition of International Marketing. International Marketing Concepts. Global Markets. Global Business Environment. A Managerial Perspective on Global Opportunities. Cultural Analysis on Global Markets. Strategic Approaches to International Markets.

 

TOPIC 2. International Marketing Research (8 hours)

 

The Research Process. Availability and Use of Secondary Data. Quantitative and Qualitative Research. Problems in Analysis and Interpretation of Research Information. Estimating Market Demand. Peculiarities of Multicultural Research.

 

TOPIC 3. Global Market Segmentation (12 hours)

 

Global Segmentation as a Strategic Focus. Global Positioning. Macro-Level Criteria for Segmentation. Micro-Level Criteria for Segmentation. Models of Segmentation. Selection of Country Clusters. Managerial Implications of Segmentation.

 

TOPIC 4. Global Marketing Strategies (12 hours)

 

Competition in the Global Marketplace. Evaluation of Market Attractiveness and Company's Competitive Position. Strategic Planning. Market-Entry Strategies (Exporting, Licensing, Joint Ventures, Franchising, Consortia, Local Manufacturing). Export Logistics. Marketing Consumer Products for Global Markets. Marketing Industrial Products and Business Services.

TOPIC 5. Marketing Mix in the International Business Environment (12 hours)

The International Distribution System. Distribution Patterns. Factors Affecting Choice of Channels. Global Advertising. Media Planning and Analysis. Sales Promotion. Public Relations. Personal Selling. Pricing for International Markets.

 

TOPIC 6. Corporate Context of Marketing (12 hours)

 

Capital Needs for International Marketing. Foreign Commercial Payments. Managing Commercial, Political and Financial Risks. Developing a Marketing Plan. Analysis and Control in International Marketing.

 

5. READINGS

 

A. MANDATORY

Philip R. Cateora. International Marketing, 9th Edition. Irwin/McGraw-Hill, 1997.

 

B. RECOMMENDED

Salah S. Hassan, Roger D. Blackwell. Global Marketing. Perspectives and Cases. The Dryden Press, 1994.

Vitaly Tcherenkov. International Marketing. Znanie, St.Petersburg, 1998 (in Russian).



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