Analysis of international markets
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3d year bachelor students studying on "International relations" and "Foreign regional studies" programmes. Prerequisite courses: "Introduction to management" and "Introduction to marketing".
Goals of the course:
To familiarize students with Russian and foreign experience in organizing research on international markets, to create fundamental knowledge on the specifics of marketing information for subsequent market analysis, brand evaluation and estimation of marketing projects focused on international markets.
Intended Learning Outcomes:
The main methods of collecting information for the analysis of sociopolitical processes and phenomena, the role and importance of public opinion;
The essence of the mechanisms for researching international markets and the features of the reporting of information about the marketing of products from the perspective of the consumer, company and investor.
Analysis of international information sources to determine the position of the state and / or organization in the political and foreign economic sphere;
To make management decisions based on information about the situation of the state or organization;
To calculate brand equity by various methods;
To determine the effectiveness of the marketing activities of the organization based on market indicators.
Topic 1 Market analysis as a marketing function. Types of market analysis. Market analysis and the customer role. Definition of the market, market scope. Market analysis plan. Market research methods.
Topic 2 Size of the market: approaches to measurement. Market potential. Affordable market. Realized market. Target market. Methods for measuring market volume.
Topic 3 Trend analysis. Market Development Index. Market growth rates. PESTEL and SWOT methodology. Product and industry life cycle. Expert estimates.
Topic 4 Segmentation. Segmentation by demographic, psychological and behavioral characteristics. Portrait of a consumer. Consumer research methods.
Topic 5 Competition. Substitutes and compliments. SWOT analysis. Benchmarking. Types of benchmarking. Competitive positioning.
Customized evaluation: weights of all the tasks are set by groups
Earning badges by accomplishing tasks
Rewards for building a full badge collection
3 types of task submission deadlines with associated bonuses
System of group fines and bonuses
Open scoreboard of team performance
Lesson 1. Defining market scope
Presentation of home tasks 20% yes
Final report 10% yes
Soft skills scorecard 20% no
Theoretical test 25% no
Final project 30% yes