Infopaket

Global marketing strategies

ВК 4.6

Вибіркова дисципліна для ОП

First

2023/2024

7 Semester

4

- to know the essence of international marketing and international marketing activities - to know the components of the global marketing environment and the directions of its impact on the marketing strategy of the enterprise - to know the methods and tools of international marketing research - to know the basic tools of strategic analysis - to know the essence of marketing strategy and its types - to know the types of global product strategies and branding strategies - to know the types of global pricing strategies - to know the strategies of entering foreign markets and models of foreign distribution - to know the features of promotion in foreign markets

Distance form

1. Basic knowledge of world economy, macroeconomics, microeconomics and regulation of international economic relations 2. Knowledge of English 3. Availability of information retrieval skills on the Internet

Module 1. Fundamentals of international strategic marketing 1. The essence of international marketing. Strategic marketing 2. Global marketing environment 3. Global socio-cultural environment 4. Global information systems. Marketing research of foreign markets 5. Tools of strategic analysis in international marketing 6. Marketing strategy: development and implementation Module 2. Global marketing mix 7. Global product strategies. Branding strategies 8. Global pricing strategies 9. Strategies for entering foreign markets 10. Foreign distribution 11. Strategies for international promotion 12. Consumer behavior in foreign markets

1. Козак Ю. Г. Мiжнародний маркетинг: навч. посібник / за ред. Ю. Г. Козака, С. Смичка. 1. Л Литовченко. Київ-Катовіце: Центр учбової літератури, 2014. 300 с. 2. Котлер Ф.. Армстронг Г. Основи маркетингу. Київ: Діалектика, 2020. 880 с. 3. Bradley F. International Marketing Strategy. Fifth edition. Pearson Education Limited, 2005. 408 p. 4. Cateora Philip R., Money R. Bruce, Gilly Mary C., Graham John L. International marketing. 18th edition.McGraw-Hill Education, 2019. 720 p. 5. Grant R.M. Contemporary Strategy Analysis: Text and Cases Edition. Wiley: 9th edition, 2016. 776 р.

Lecture, seminars, individual work

1. Work on seminars - speeches, comments, discussions, blitz-polls - 21 points / 13 points 2. Tasks for developing a global marketing strategy - 39 points / 23 points 3. Test - 20 points / 12 points

Ukrainian