International Marketing

Course Leader: Dr Nataliaa Parkhomenko

Home Institution: Simon Kuznets Kharkiv University of Economics, Ukraine

Course pre-requisites: This course is appropriate for undergraduate and master students with a foundation knowledge of economics; with computer skills for browsing, researching, using site and social media.

Course Overview
The course addresses the theoretical and methodological approaches to marketing on foreign markets.  This is due to the fact that the markets of different countries have historically significant economic, social, cultural, political and legislative differences, the studying of which is necessary for the effective operation of the enterprise in the foreign market.

The course explores and focuses on the functions of assessing the need, feasibility and effectiveness of sales in foreign markets; selecting the most profitable and promising markets; choosing a strategy for entering the foreign market; direct development (or adaptation) of the marketing complex for each specific market and choosing the type of organization of international marketing activities, conducting international marketing research; sources of international marketing information; the question of targeting segmentation foreign markets.

Case studies, problems, and discussion of relating articles will provide a deeper understanding of the discussed areas.

Learning Outcomes
Upon successful completion of this course, students will be able to:

• Know the features and tendencies of modern international development.
• Analyze the global environment for international business.
• Be aware of the cultural diversity of peoples.
• Understand and be able to differentiate the varied strategies for entering the international markets.
• Conduct international marketing research and segment the world markets.
• Promote sales of goods in foreign markets, use international strategies.
• Collect the necessary information about competitors operating in the foreign market.
• Plan international marketing activity at the enterprise.
• Adapt the marketing complex to foreign markets.

Course Content

Topic 1. Theoretical and Methodological Basis of International Marketing

The concept and essence of international marketing. The subject, goals and objectives of international marketing. Principles, functions and methods of international marketing. Specific features of international marketing. Types of implementation of international marketing. Current trends in the development of international marketing.

Topic 2. International Marketing Environment

Features of the international marketing environment. Classification of countries by level of economic development. The main indicators of the economic situation in the country. Characteristics of the economic environment. Social and cultural environment of international marketing. Political and legal environment. Other factors of the international marketing environment.

Topic 3. International Marketing Research. International Marketing Management

Features of international marketing research. Typology of international marketing research. Sources of information in international marketing. Organization of international marketing. Planning for international marketing. Methods of idea generation in international marketing. Controlling international marketing.

Topic 4. Analysis of International Competition

Features of analysis of competitors and competition in international markets. Competitiveness of goods in the foreign market. The theory of competitive advantages of national economies. Analysis of country's competitiveness in the system of world economic relations.

Topic 5. Segmentation of the World Market

Selection and ranking of foreign markets. The essence and purpose of international segmentation. Market segmentation criteria and features. Stages of segmentation of the foreign market. Strategies to reach market segments.

Topic 6. Choice of Foreign Markets

Basic approaches to the choice of foreign markets. Stages of international development of the company. Characteristics of ways to enter foreign markets. Strategies for entering foreign markets.

Topic 7. Commodity and Pricing Policy in International Marketing

Factors influencing to international commodity policy. Commodity strategies in international marketing. The main factors that influence the choice of product strategy. Trademark, packaging and marking in international marketing. Product life cycle in international trade. Types of prices in international marketing. Methods of pricing in international marketing. Types of margins and discounts in international trade.

Topic 8. Communication  and Distribution Policy in International Marketing

Distribution channels in international marketing. Marketing Methods in International Marketing. Intermediaries in international markets. The main components of the communication complex. Features of international advertising. Public relations in the system of international communications. Sales promotion in international marketing.

Topic 9. Branding in international marketing

General concepts of branding. International brands, their classification and specificity. Strategy and evaluation of international brands. Brands of countries and territories and the world market. Trends in prospects for international branding.

Topic 10. Innovation in international marketing

Innovative business models of international companies. Innovative tools for international marketing. Marketing in social networks and the blog. The value of internet marketing in international marketing environment.

Instructional Method
Instructional Methodology will include a combination of lectures, class discussions, collaborative teamwork, support videos, exercises in small and medium group, presentations and case studies.

Required Course Materials
A laptop computer is required with Internet connection for browsing and Office.

Short essay 20%
Team project 40%
Classroom activities and quizzes 20%
Exam 20%