Veidlapa Nr. M-3 (8)
Study Course Description
Sustainable International Marketing
Course Code
SBUEK_097
Branch of Science
Economics and Business
ECTS
3.00
Target Audience
Business Management; Management Science; Marketing and Advertising
LQF
Level 7
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Santa Bormane
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To provide knowledge of the essence of sustainable international marketing, to justify its necessity in today’s international business, to demonstrate the specifics of international marketing environment, to teach how to analyse practical situations in the development and implementation of an international marketing strategy.
Preliminary Knowledge
Knowledge of the basic principles of management science, marketing, and peculiarities of intercultural business relationships.
Learning Outcomes
Knowledge
1.After the completion of the course, students acquire knowledge and develop an understanding of the necessity and essence of sustainable international marketing, its environment, and methods of implementation in today’s international competitive environment.
Skills
1.Students will be able to apply the theoretical knowledge acquired in practice: to study the international marketing environment, to use segmentation and positioning, to develop a strategy for entering foreign markets. Ability to apply marketing tools to achieve marketing goals.
Competences
1.After the completion of the course, students will be able to apply a systematic approach to dealing with marketing issues, to orientate themselves in today’s complex international business and international marketing environment, and to suggest appropriate analysis and tools to support marketing decision making in the context of sustainable international marketing.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Individual work, submitted in the form of an essay. Vision of implementation of sustainability principles in the company, their application. The course lecturer advises the students during the writing process; students select either a particular company in Latvia or the one where the student currently works at.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Individual project – 30%, participation in seminars – 20%, exam – 50%.
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The essence of sustainable international marketing. The importance of marketing and marketing research, methods.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The essence of sustainable international marketing. The importance of marketing and marketing research, methods.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The challenges of today’s entrepreneurship in the context of sustainability theory and consumer understanding and values.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The challenges of today’s entrepreneurship in the context of sustainability theory and consumer understanding and values.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International market segmentation, product/ brand development.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International market segmentation, product/ brand development.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The importance of international marketing research. Intercultural and macroeconomic context. Pricing policy in international marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The importance of international marketing research. Intercultural and macroeconomic context. Pricing policy in international marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Setting marketing goals, planning the strategy and communication, evaluating results.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Setting marketing goals, planning the strategy and communication, evaluating results.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The essence of sustainable international marketing. The importance of marketing and marketing research, methods.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The essence of sustainable international marketing. The importance of marketing and marketing research, methods.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The challenges of today’s entrepreneurship in the context of sustainability theory and consumer understanding and values.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International market segmentation, product/ brand development.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The importance of international marketing research. Intercultural and macroeconomic context. Pricing policy in international marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Setting marketing goals, planning the strategy and communication, evaluating results.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
12 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Belz Fr.-M., Peattie K., Sustainability Marketing: A Global Perspective. 2nd edition, Wiley, 2012, 352 pp.
2.
Martin D., Schouten J., Sustainable Marketing. Prentice Hall, 2011, 264 pp.
3.
Epstain M.J., Making Sustainability Work: Best Practices in Managing & Measuring Corporate Social, Environmental and Economic Impacts (Business). Berrett-Koehler Publishers, 2008, 288 pp.
4.
Hitchcock D., Willard M., The Business Guide to Sustainability: Practical Strategies and Tools for Organizations. 2nd edition, Routledge, 2009, 320 pp.
5.
Albaum G., Duerr E., International Marketing and Export Management. 7th edition, Prentice Hall, 2011, 1024 pp.
6.
Doole I., Lowe R., International Marketing Strategy. Analysis, development and implementation. 5th edition, Thomson Learning 2012, 480 pp.
7.
Czinkota M. R., Ronkainen I.A., International Marketing. 10th edition, Cengage Learning, 2012, 720 pp.
8.
Graham J., Cateora Ph., Gilly M., International Marketing. 16th edition, Business and Economics, 2013, 736 pp.
9.
De Swaan Arons M., Van den Driest F., Weed K. (2014) The Ultimate Marketing Machine. Harvard Business Review, July-August 2014. [Access online]
10.
Kotler P., Keller K.L., Marketing Management. 14th edition. New Jersey: Prentice Hall, 2012.
11.
Porter, M. & Kramer, M. (2011) Creating Shared Value. Harvard Business Review, January 2011. [Access online]
12.
W. Chan Kim and Renée Mauborgne, Key Points of Blue Ocean Strategy. Insead Knowlege, April 17, 2015.
13.
Koller T. (2017) When sustainability becomes a factor in valuation. McKinsey, March 2017. [Access online]
14.
Van Wassenhove L., Van Loon P. (2017) How Companies Can Assess Their Readiness for the Circular Economy. Insead Knowlege, August 17, 2017. [Access online]
Additional Reading
1.
International Marketing. Ed. By Maasaki Kotabe. London, Sage, 2006, 605 pp.
2.
Hollensen S. Global Marketing. Prentice Hall, 2007, 567 pp.
3.
Adele K. Sweetwood. (2016) 4 Roles Every Marketing Organization Needs Now. Harvard Business Review, October 2016. [Access online]
4.
Wayne Visser. The age of responsibility. CSR 2.0 and the new DNA of Buisness. 2011. Chichester, West Sussex, UK: John Wiley & Sons Ltd.