Autumn semester, 2014
State University of Management,
Russian Federation, Moscow
International Marketing Management
Instructor
Dr Parul Tyagi
Contact Information
E-mail: parultmoscow11@gmail.com
Mobile: 8(926)711-77-38
Course description
The course focuses on developing the professional marketing skills of the
global managers of today and tomorrow. It builds on the basic concepts of
Marketing and aims at making the students aware of the marketing processes
and laws in an international arena.
Prerequisites and corequisites
Course learning
outcomes
Course students need to have knowledge of Marketing as well as
understanding of English.
basic
In a highly integrated and interdependent business world, the modern day
marketing managers are expected to be able to perform not only in their local
markets but to beable to apply the basic principles of Marketing in variety of
diverse cultural, political ,legal and economic globally.
This Course aims to prepare them to acquire knowledge and skills to effectively
manage the marketing at an international level and make successful careers in
Multinational companies. By the end of this course the students will be able to:
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Reference and
Reading Materials
explain the scope and challenges of International marketing
successfully conceptualize the difference between marketing and
international marketing,
recognize the complexities and scope of international business
integration and role of various international agencies in this integration
Understand and study the international economic environment as well
as emerging markets.
Understand the dynamics and effect of international environment on
marketing decisions.
Propose strategies for market entries, product introductions and
pricing.
Understand how international brands are build
Conduct business on a global scale.
International Marketing By Rakesh Mohan Joshi
International Marketing By Cateora, P.R & Graham, J.L
Global Marketing Strategies By Susan Douglas and C. Samuel Craig
International Marketing By Onkvisit & J.J.Shaw
The Wall Street Journal, Fortune, Business week, Forbes, The Economist and
other relevant material available online.
Course organization
The course sessions will include lectures , A/V-augmented presentations (text-based and other topically
related slides and relevant audio/video/web resources), written and oral classroom exercises applying
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course concepts, small group and classroom discussions, student presentations of individual and group
assignments based on course units, with emphasis on engaging students in learning by doing.
Tentative Class Schedule*
Week
Topics
Preparation
1
Concept
of
International
Marketing:
Marketing and globalization, evolution of global
marketing, concept of international marketing
The students are
expected to read
at home the
theory of the
topics that will be
discussed in the
next class and do
their home
assignments.
2
Process of International Marketing
3
International Trade: its composition and
trends.
Emerging
opportunities
in
international markets
Discussion: Global
Politics and Trade
4-5
World Trade Organization and other
International organizations fostering trade
globally: their establishment and role.
Trade associations and agreements.
group presentations
on international
organizations and
trade blocs
6-7
Scanning
the
environment
Team presentation:
Country environment
Analysis
8
9-10
11-12
International
International Marketing
opportunity analysis.
Presentation: Develop
a marketing plan for a
product or service
economic
Research
Tests, projects,
assignments
and
Decision making process for International
Markets
Entry strategies for International Market
13
Product
Market
14
Promotion
and
International markets
strategies
for
Presentation:
international market
entry strategy for a
product or service
International
Distribution
in
*Note: this table shows only the "tentative" schedule. The schedule may be the subject for change.
Evaluation and grading policy
Type of work
Percentage
Classroom Participation
25%
In-class Personal Presentation
35%
Written assignments
15%
Final Examination
25%
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Discussion Topic: To
Adapt or Not To Adapt.
Discussion: Managing
Cultural differences
and Marketing
Blunders
Classroom Participation will include active participation of students in discussions, debates, case study
analysis, and presentations.
In-class Personal Presentation will be given by each student on given topics as per the course requirement.
Written assignment will be given as at home tasks from time to time.
Final Examination will be the term end assessment.
* Grade system of State University of Management, Moscow, Russia:
5 – excellent, 4 – good, 3 – average, 2 – below average (not enough to pass the test).
Course policies and expectations
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Students are expected be very regular and participative in class.
Use of mobiles phones for instant messaging, or text messaging anyone or surfing the Internet
during class is prohibited.
Late coming, walking out in the middle of the class or leaving early for any reason is discouraged.
Students must avoid talking, whispering and distracting the class.
Students are expected to listen attentively, take notes, and manage their gestures and posture to
convey interest and competence.
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