Veidlapa Nr. M-3 (8)
Study Course Description
International Marketing
Course Code
SBUEK_163
Branch of Science
-
ECTS
3.00
Target Audience
Business Management; Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Kristīne Blumfelde-Rutka
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
The aim of the study course is to provide students with knowledge of the concept of international marketing as a set of activities and processes in today’s international business environment. To explore the role of international marketing in the context of consumers, clients, partners and the public. The course analyses the factors of starting international business, researches product adaptation to different markets, taking into account intercultural differences and developing marketing strategies in international markets and digital marketing approaches.
Preliminary Knowledge
Knowledge of microeconomics, macroeconomics, business organisation and management, corporate strategy and policy making.
Learning Outcomes
Knowledge
1.1. Able to describe the development of the concept of international marketing and to evaluate its significance in business. 2. Able to evaluate the significance of intercultural differences in international marketing and their impact on the company’s operations in the international environment.
Skills
1.1. Able to analyse latest marketing trends and integrate them into the company’s marketing activities. 2. Able to analyse the factors contributing to international marketing and business. 3. Able to analyse international adaptation of goods and services.
Competences
1.1. Able to organise international marketing research. 2. Able to evaluate the external environmental factors of international marketing and their impact on business. 3. Able to evaluate factors influencing the starting of international business.
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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Completion of mandatory and additional literature studies, regular tests (summaries/essays, seminar papers), preparation for classes, seminars, final examination, etc. types of work according to the description and content of the study course.
In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
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Examination
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Examination |
-
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-
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The final grade is formed from the average grade of summaries, seminar papers, independent work and the exam.
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
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Location
|
Contact hours
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|---|---|---|
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On site
|
Auditorium
|
2
|
Topics
|
Introductory information on the organization of the study course. Concept of marketing, basic elements I. Historical development of the concept of marketing. Introduction to International Marketing.
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-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Motivation of organisations to enter international markets. Different perspectives/approaches to international marketing. Why is international business and entering the international market necessary?
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Latest scientific research on international marketing and factors that influence it.
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-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International marketing research, analysis, information system. Marketing plan.
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-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International adaptation of goods and services. Market environment. Counterfeit products.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
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On site
|
Auditorium
|
2
|
Topics
|
Packaging, environmentally friendly packaging and its role in international marketing and marketing activities.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Analysis of the external environmental factors of international marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International marketing, external environmental factors influencing it: nature and economy. What effect do external environmental factors have on the volume of consumption and its changes?
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-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
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Topics
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External environmental factors of international marketing: policy/ legislation/ cultural environment.
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-
Class/Seminar
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Modality
|
Location
|
Contact hours
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|---|---|---|
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On site
|
Auditorium
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2
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Topics
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The ABCs of Digital Marketing: Basic Elements of Digital Marketing;
Use of digital marketing tools in the context of international marketing;
Types of advertising in the digital marketing funnel.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
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Topics
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The Marketing Funnel: The Customer Journey;
How to implement a successful digital marketing campaign?
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
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2
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Topics
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International product management and merchandising, intercultural differences.
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Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Introductory information on the organization of the study course. Concept of marketing, basic elements I. Historical development of the concept of marketing. Introduction to International Marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Motivation of organisations to enter international markets. Different perspectives/approaches to international marketing. Why is international business and entering the international market necessary?
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Latest scientific research on international marketing and factors that influence it.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Packaging, environmentally friendly packaging and its role in international marketing and marketing activities.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International marketing, external environmental factors influencing it: nature and economy. What effect do external environmental factors have on the volume of consumption and its changes?
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The Marketing Funnel: The Customer Journey;
How to implement a successful digital marketing campaign?
|
Total ECTS (Creditpoints):
3.00
Contact hours:
12 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Praude, Valērijs. Mārketings: teorija un prakse. 3., pārstr. un papild. izd. Rīga: Burtene, 2011. 2 sēj.
2.
Entrepreneurship in International Marketing. Xu, Hui; Shi, Linda Hui; and more. Emerald Publishing Limited, 2015.
3.
The Handbook of International Advertising Research: Handbook of International Advertising Research. Cheng, Hong, John Wiley & Sons. Incorporated, 2014.
4.
Czinkota M. R., Ronkainen I. A. International Marketing. 10th Edition. Australia: South-Western Cengage Learning, 2013.
5.
The Strategic Storyteller: Content Marketing in the Age of the Educated Consumer. Jutkowitz, Alexander; Jutkowitz, Alexander. John Wiley & Sons, Incorporated, 2017.
6.
Schmid, Stefan. Internationalization of business: cases on strategy formulation and implementation. Cham, Switzerland, 2018.
Additional Reading
1.
Bormane, S. 2019. Integrētā mārketinga komunikācija Latvijas pārtikas mazumtirdzniecības veikalu ķēžu uzņēmumos ilgtspējīgas attīstības kontekstā. Promocijas darbs, Latvijas Universitāte, Rīga
2.
A study on the role of advertising and sales promotions in creating brand equity and brand loyalty. A. A. Tajzadeh-Namin. Mohsen Norouzi. Indian Journal of Health and Wellbeing. 2014.
3.
Marketing capability and export performance: The moderating effect of export performance. A. Al-Aali. J-S. Lim. T. Khan. M. Khurshid. 2013.
4.
The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments. Nishikawa, Hidehiko; Schreier, Martin; Fuchs, Christoph; Ogawa, Susumu. Journal of Marketing Research, August 2017, Vol.54(4), pp.525-53
5.
International Journal of Advance Research. Explanation Of Brand Positioning And Its Application Challenges In Global Cross – Cultural Context Literature Based Review. Vol. 5, Issue 6, June 2017.
Other Information Sources
1.
Journal of the Academy of Marketing Science.
2.
https://www.ama.org/ American Marketing Association