Objectives and competences
1. Develop an understanding of linkages between the globalization and firm growth strategies.
2. Develop a holistic insight into the strategic management of a firm international business expansion.
3. Develop a comprehensive understanding of levers for the firm’s international competitiveness building through the internationalization process.
4. Develop the ability to make professional judgements in designing strategies for firm’s market position development in global market context.
5. Develop ability to use appropriate analytical tools in the process of ISMM.
6. Gain the ability for guiding systematically the strategic international marketing activities of a firm in the global marketplace.
Content (Syllabus outline)
Globalisation of markets and international dimensions of firm competitiveness;
International Strategic Marketing Management (ISMM) and international firm development;
International manager in global market environment;
Internationalisation process and business strategy;
ISMM, firm growth strategy and market position development on global markets;
International market portfolio, market selection and marketing opportunities analysis;
Strategic dimensions of marketing mix for global market;
International Strategic Marketing Management process;
International project and B2B marketing;
Dynamics of societal development in global economy and ISMM.
Learning and teaching methods
Lectures
Team case study analysis
Presentation of team seminar research paper
Individual study
Readings
Hollensen, Svend (2017). Global Marketing: A Decision Oriented Approach. 7th ed. London. Prentice Hall (selected chapters);
Johansson, Johny K. (2009). Global Marketing: Foreign Entry, Local Marketing, and Global Management. 5th edition. New York: McGraw-Hill Higher Education;
deMooij, Marieke (2010). Consumer Behaviour and Culture: Consequences for Global Marketing and Advertising. 2nd edition. London: Sage Publications;
Ghemawat, Pankaj (2007). Redefining Global Strategy: Crossing Borders in a World Where Differences Still Matter. Boston: Harvard Business School Press.
