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| 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
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| 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
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| Criteria for evaluation |
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| 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
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| Language |
English |
| Study material |
- Masaaki (Mike) Kotabe, Kristiaan Helsen (2010) Global Marketing Management. Wiley 5 edition.
- Daniel W. Baack, Eric G. Harris and Donald E. Baack (2012) International Marketing. Sage Publications (CA)
- 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
- 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
- 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
- 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
- Lu, JW; Beamish, PW (2001) The internationalization and performance of SMEs, Strategic Management Journal Volume: 22 Issue: 6-7 Pages: 565-586
- Andersen, O (1993) On the Internationalization Process of Firms - a Critical Analysis, Journal of International Business Studies Volume: 24 Issue: 2 Pages: 209-231
- 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
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| Changing subject? |
No |
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