Global marketing strategies

Course: International Business, Commerce And Finance

Structural unit: Educational and scientific institute of international relations

Title
Global marketing strategies
Code
ОК 19
Module type
Обов’язкова дисципліна для ОП
Educational cycle
First
Year of study when the component is delivered
2023/2024
Semester/trimester when the component is delivered
7 Semester
Number of ECTS credits allocated
4
Learning outcomes
Ability to apply new methods and tools for the development and management of international and national brands, develop positioning strategies and brand communication tools in international business. Ability to analyze and solve specific marketing and management situations, as well as manage the international marketing and management system in multinational companies. Ability to use modern methods of developing and adopting various management decisions in international business.
Form of study
Prerequisites and co-requisites
1) Knowledge of the basics of international business, marketing, management, international marketing, international management 2) Ability to search,process and analyze information from different sources 3) Proficiency in English
Course content
Module 1. Market research and analysis 1. Theoretical and methodological principles of international marketing. Notion of strategy. 2. Environment of international marketing 3. Market research in marketing management. Process and methods of market research. 4. Competitor and customer analysis Module 2. Global marketing strategies 5. Marketing strategies based on portfolio analysis 6. Marketing strategy based on marketing mix. Pricing strategies. Relationship marketing strategies 7. Strategies of cost leadership and differentiation. Strategies of brand- management 8. Offensive and defensive competitive strategies. Guerilla marketing Credit control
Recommended or required reading and other learning resources/tools
Planned learning activities and teaching methods
Lecture, seminar, rapid fire round, creative analytical works, presentations, case study, oral questioning
Assessment methods and criteria
М1 . Mах. – 50 points М2. Max. – 50 points Oral answer (16 sem.*5p.) *0,5 =15 + (8 sem.*5p.)*0,5 = 20 Creative analytical work «Market research» (40*0,5 = 20) Analytical work «Company’s marketing strategy» (15*0,5 = 7,5) Credit control М2 (20*0,5 = 10)
Language of instruction
English

Lecturers

This discipline is taught by the following teachers

Departments

The following departments are involved in teaching the above discipline