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
|
Location
|
Contact hours
|
|---|---|---|
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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.
|
-
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.
|
-
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
|
|---|---|---|
|
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
|
|---|---|---|
|
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?
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
External environmental factors of international marketing: policy/ legislation/ cultural environment.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The Marketing Funnel: The Customer Journey;
How to implement a successful digital marketing campaign?
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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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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.
Cateora, Philip R., Mary C. Gilly, and John L. Graham. International Marketing. 18th ed. New York: McGraw-Hill Education, 2020.
2.
Czinkota, Michael R., Ilkka A. Ronkainen, and Suraksha Gupta. International Marketing. 11th ed. Boston: Cengage Learning, 2022.
3.
Keegan, Warren J., and Mark C. Green. Global Marketing. 10th ed. Boston: Pearson, 2020.
4.
Hollensen, Svend. Global Marketing: A Decision-Oriented Approach. 9th ed. Harlow, UK: Pearson Education, 2024.
5.
Usunier, Jean-Claude, and Julie Anne Lee. Marketing Across Cultures. 7th ed. Harlow, UK: Pearson Education, 2023.
Additional Reading
1.
Bormane, S. 2019. Integrētā mārketinga komunikācija Latvijas pārtikas mazumtirdzniecības veikalu ķēžu uzņēmumos ilgtspējīgas attīstības kontekstā. Promocijas darbs, Latvijas Universitāte, Rīga
2.
European Green Deal: The Transformation of Consumer Behaviour and Business Marketing Communication as Opportunities to Increase Consumer Involvement in the Sorting of Waste in Latvia Studia Europejskie – Studies in European Affairs, 27(1), 163–176.
Other Information Sources
1.
Journal of the Academy of Marketing Science
2.
American Marketing Association