KS International Marketing

Workload Education level Study areas Responsible person Hours per week Coordinating university
3 ECTS M2 - Master's programme 2. year Business Administration Robert Breitenecker 1 hpw HSE Nishnij Novgorod
Detailed information
Original study plan Master's programme Joint Master's Program Global Business - Russia/Italy 2020W
Objectives The main objective of the course is to provide students with contemporary marketing knowledge that allows them to make reasonable and appropriate marketing-related decisions in global business environment. Upon completion, students should be able to apply marketing tools and concepts to develop and deliver successful marketing strategies in international context
Subject The Global Marketing Environment: Changes and New Challenges

  • The Factors within the Global Environment
  • Understanding Global Cultures and Buyer Behaviour
  • Opportunity Analysis and Selection of Markets

The Development of Global Marketing Strategies

  • Managing the Process of Globalization
  • Market Entry Strategies
  • Product and Brand Management
  • Management of Global Communications
  • Global Pricing and Terms of Access
  • Issues and Advances in International Marketing Research

Managing Global Marketing Operations

  • Sales Force Management and Negotiation
  • Managing Global Marketing Relationships
  • Global Marketing in the Digital Age
Criteria for evaluation
Methods At the completion of the course requirements, the student will be able to:

  • Define the basic vocabulary appropriate to the field of international marketing;
  • Develop and deliver marketing strategies in global business environment;
  • Apply appropriate marketing research methods for analyzing global markets;
  • Develop integrated marketing communication campaign for global markets;
  • Develop international marketing plan;
  • Set appropriate price on products selling on global markets
Language English
Study material
  1. Masaaki (Mike) Kotabe, Kristiaan Helsen (2010) Global Marketing Management. Wiley 5 edition.
  2. Daniel W. Baack, Eric G. Harris and Donald E. Baack (2012) International Marketing. Sage Publications (CA)
  3. Buckley, PJ; Casson, MC (1997) Analyzing foreign market entry strategies: Extending the internalization approach, Journal of International Business Studies Volume: 29 Issue: 3 Pages: 539-561
  4. Kotabe, M; Srinivasan, SS; Aulakh, PS (2002) Multinationality and firm performance: The moderating role of R&D and marketing capabilities. Journal of International Business Studies Volume: 33 Issue: 1 Pages: 79-97
  5. Jones, MV; Coviello, NE (2005) Internationalisation: conceptualising an entrepreneurial process of behaviour in time, Journal of International Business Studies Volume: 36 Issue: 3 Pages: 284-303
  6. Luo, Yadong; Tung, Rosalie L. (2007) International expansion of emerging market enterprises: A springboard perspective, Journal Of International Business Studies, Volume: 38 Issue: 4 Pages: 481-498
  7. Lu, JW; Beamish, PW (2001) The internationalization and performance of SMEs, Strategic Management Journal Volume: 22 Issue: 6-7 Pages: 565-586
  8. Andersen, O (1993) On the Internationalization Process of Firms - a Critical Analysis, Journal of International Business Studies Volume: 24 Issue: 2 Pages: 209-231
  9. Knight, GA; Cavusgil, ST (1996) The born global firm: A challenge to traditional internationalization theory, Advances in International Marketing, VOL 8, 1996 Book Series: ADVANCES IN INTERNATIONAL MARKETING : A RESEARCH ANNUAL
Changing subject? No
On-site course
Maximum number of participants 40
Assignment procedure Assignment according to priority