Infopaket

Global marketing strategies

ОК 19

Обов’язкова дисципліна для ОП

First

2021/2022

7 Semester

4

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.

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

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

Lecture, seminar, rapid fire round, creative analytical works, presentations, case study, oral questioning

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)

English