Infopaket

International marketing

ОК 10

Обов’язкова дисципліна для ОП

First

2023/2024

4 Semester

4

Knowledge of the principles, goals, functions, and process of marketing management; analysis of problems and state of sales promotion, its methods; advocacy (public relations); the argumentation of the marketing policy of the product promotion; analysis and choice of marketing complex (concept "4P", "7P", "12P"); organizational forms of marketing. Be able to based on marketing analysis to orient the activity of the enterprise (organization) to meet the needs and wishes of consumers and at the same time - to obtain high profits; develop and implement marketing strategies for market outreach; conduct effective marketing pricing strategies; to make effective use of the firm's basic growth strategies. Gain basic communication skills of conducting negotiations, interviews, interviews; implementation of sales promotion measures, propaganda, personal sale. Autonomy to analyze and evaluate the marketing content of the product. Features of the service as a commodity.

1. Knowledge of the theoretical foundations of marketing, including specific methods of international and cross-cultural marketing. 2. General principles of market research and rules of use of marketing tools. 3. Possession of analytical research and analysis skills. 4. Proficiency in English.

1. Marketing in a global business environment. 2. Marketing system. 3. Marketing research. 4. Formation of commodity policy. 5. Marketing pricing policy. 6. Product marketing policy. 7. International cooperation in the field of marketing policy.

1. International Business: textbook, 3rd edition, ext. and rewritten // By gen. ed. of Vergun V.A. – K.: "VADEX", 2014. – 872 p. 2. Chris Anderson The Long Tail: Why the Future of Business is Selling Less of More – Hyperion, 2006. 3. Albert Blankenship, George Breen, Alan Dutka - Albert Blankenship, George Breen, Alan Dutka - McGraw-Hill; 2 edition, 1998. 4. George Belch, Michael Belch - Advertising and Promotion: An Integrated Marketing Communications Perspective. - McGraw-Hill/Irwin; 9 edition, 2011. 5. Alexander Osterwalder - Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers - OSF; 1st edition, 2009. 6. Henry Mintzberg - Managing. - Berrett-Koehler Publishers, Inc., San Francisco, 2009. 7. Daniel H. Pink - Drive: The Surprising Truth About What Motivates Us -Penguin Group USA, 2011 -- 260 pages.

Lecture, seminar, improvement of practical cases, checking of delayed work; group case studies

1. Surveys at seminars, improvement of tasks for individual work, test, discussion – up to 50 points. 2. Modular control work – up to 10 points. 3. Exam – up to 40 points.

English