Преподавател(и):

доц. Едуард Маринов  д-р

Описание на курса:

Компетенции:

Students who complete this course:

1) will know:

• the nature and specificity of marketing carried out in the international business environment;

• the essential characteristics of the international business environment, of international marketing strategies and instruments;

• the peculiarities of the marketing planning process of the business activity in the conditions of the international business environment;

• the main types of activities specific to the international marketing research process;

• the technological cycle of the process of segmentation in the international market and the main factors that determine the effectiveness of market division;

• the factors behind the choice and use of different approaches and methods to go abroad and create a market presence;

• the principles and methods for the establishment and operation of systems for the organization and management of international marketing activities;

2) will be able to:

• analyze and evaluate the degree of internationalization of the company;

• assess the impact of international business environment factors on international business agents;

• carry out international marketing research in business practice;

• analyze and respond to the need to segment the international market related to the competitiveness of the company;

• apply the techniques and methods of international marketing to the analysis and evaluation of alternative approaches and strategies for international business;

• make adequate management decisions for behavior at the international market.

Предварителни изисквания:
Students are required to have the following knowledge and/or skills:

• Microeconomics

• International Economics

• Marketing

Форми на провеждане:
Редовен

Учебни форми:
Лекция

Език, на който се води курса:
Английски

Теми, които се разглеждат в курса:

1. Nature and milestones in the development of international marketing
2. Internationalization of the company's international activity
3. International marketing environment - nature, specifics, factors
4. The strategic approach to marketing – setting goals and strategic planning
5. International marketing research - nature, methods and means of implementation
6. International marketing management - organizational structures
7. Segmentation in international market - technological cycle, criteria, indicators
8. Approaches for entering international markets
9. Pricing and advertising in international marketing
10. International marketing strategies - planning of international activities

Литература по темите:

Main reading:

Marinov, Е. Lecture course in International Marketing (MBRM517).

Cateora, Ph.R., Gilly, M. C. and J. L. Graham. 2019. International marketing. 18th edition. US, McGraw-Hill.

Doole, I., R. Lowe, A. Kenyon. 2019. International marketing strategy: Analysis, development and implementation. Hampshire: Cengage Learning

Additional reading:

Philip Kotler and Gary Armstrong. 2018. Principles of Marketing. 17th Edition. US, Pearson.

David W. Cravens, Nigel F. Piercy. 2013. Strategic marketing. New York: Mc Graw Hill

Douglas West, John Ford, Essam Ibrahim. 2015. Strategic Marketing: Creating competitive advantage. Oxford: Oxford University Press.

Malhotra, K.N. 2019. Marketing research: An applied orientatio. 9th edition. US, Pearson.

Каракашева, Л. 2012. Международен маркетинг. София: ИК „Призма”.

Appleyard, D. and A. Field, Jr. 2014. International economics — 8th ed. McGraw-Hill.

Papers in specialized economic journals.

Webpages of national and international institutions.

Средства за оценяване:

There are two options for course assessment - ongoing (within the semester) and final (during exam session):

The final exam is on a fixed date within the session based and consists of a test with closed questions and a case study.

The ongoing assessment is based on participation in classroom activities and tasks, and the completion and presentation of the 2 course assignments