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
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