Международный маркетинг

INTERNATIONAL MARKETING

Продолжительность - 60 академических часов.
Рассчитана на слушателей с уровнем владения английским языком не ниже среднего. Тестирование обязательно.

The international environment
The international marketing imperative
International trade institutions
The cultural, economic, financial, political and legal environment
Cases

Beginning international marketing activities
Building the knowledge base
The export process
Product adaptation
Export pricing strategies
International communications
Channels and distribution strategies
Licensing, franchising, and export intermediaries
Cases

Global marketing management
Global strategic planning
Product and brand management
Global pricing strategies
Logistics
Global promotional strategies
Marketing organization, implementation, and control
Cases

International marketing transitions
Counter trade
Newly emerging markets
The future
Cases

MARKETING

Продолжительность - 56 академических часов.
Программа рассчитана на слушателей с уровнем английского языка не ниже хорошего среднего. Тестирование обязательно.

Marketing's role in business and society

Planning marketing strategies

The marketing environment

E-marketing and CRM. (Cases)

Global markets and international marketing

Marketing research and information systems

Target market: segmentation and evaluation

Consumer buying behaviour (Cases)

Business markets and buying behaviour

Product, branding and packaging concepts (Cases)

Developing and managing goods and services (Cases)

Pricing

Marketing channels and supply-chain management (Cases)

Retailing, direct marketing and wholesaling (Cases)

Integrated marketing communications

Advertising and public relations (Cases)

MANAGEMENT

Продолжительность - 60 академических часов.
Программа рассчитана на слушателей с уровнем английского языка - средний- выше среднего. Тестирование обязательно.

The managerial role: management activities vs. technical activities. Case study: Talking to George.

Management skills and competencies

Corporate social responsibility

Social actions management process

Management and the environments of business. Open systems model. The external environments of business: sociological, political, economic, technological factors. The internal environments of business: financial, physical, human, technological resources. Corporate culture: business culture and Management ethics.

Management decision-making: types and styles.

The management process: planning, controlling, evaluation and feedback. Managing for results.

Planning: strategic, long-range, operational, on corporate level, on a manager's level.

Process and result. A planning gap. SWOT. Objectives. Performance contract.

Basic concepts of organizing

Organizational structures: concepts and formats

Management: the control function

Communication skills and management effectiveness

Managing organizational change. Conflict

Production and operations management

Management information systems

Changing trends in management

INTERNATIONAL MANAGEMENT

International businesses Reasons for entering the International arena.
Global marketing. Absolute and comparative advantage

International business: the problems

Culture and management. Shifts in the culture.
Cultural and communication challenges. Organizational culture. Cases

Settling into new surroundings.

Managerial insights and concerns . Settling cross-cultural disagreements.
Dispute resolution and negotiation.

Planning change Cases

International strategies. Designing and implementing strategy

"Englishes" in cross-cultural business communication. Cases

International business: forms of foreign business. International joint ventures. Headquarters and subsidiary Cases

Ethics and corporate social responsibility Cases

Power and authority

Individuals and groups

Customer service. Cases

Teams and alliances. Cases

Globalization and localization. Cases

Keys to effective virtual global team