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International Marketing
Major: Management
Code of subject: 7.073.04.E.038
Credits: 5.00
Department: Foreign Trade and Customs
Lecturer: Horbal Nataliya Ihorivna
Semester: 2 семестр
Mode of study: денна
Завдання: Study of the discipline involves formation and development of these students' competencies:
Integral:
INT. Ability to solve complex tasks and problems in the field of management or in the learning process, which involve conducting research and/or implementing innovations under uncertain conditions and requirements.
General:
ZK1. Ability to conduct research at the appropriate level;
ZK2. Ability to communicate with representatives of other professional groups of different levels (with experts from other fields of knowledge/types of economic activity);
ZK3. Skills in using information and communication technologies.
Special (professional, subject) competencies of the specialty:
SK5. Ability to create and organize effective communications in the management process.
Professional competencies of a profession direction:
FCS 1.1. Ability to plan, organize and implement comprehensive marketing research of foreign markets.
Learning outcomes: As a result of studying the discipline, a student should be able to demonstrate the following learning outcomes:
1. In-depth knowledge of the theoretical and conceptual foundations of international marketing management.
2. In-depth knowledge of factors ensuring the effectiveness of international marketing activities.
3. Ability to analyze the factors of the international environment.
5. Ability to systematically form and implement international marketing strategies.
6. Ability to develop and make sound management decisions regarding the effective management of international marketing.
As a result of the study of the academic discipline, the student of education should be able to demonstrate the following program learning results:
1. PRN2. Identify problems in the organization and justify the methods of solving them;
2. PRN7. Organize and carry out effective communications within the team, with representatives of various professional groups and in an international context;
3. PRN8. Apply specialized software and information systems to solve organizational management problems;
4. PRN9. To be able to communicate in professional and scientific circles in national and foreign languages.
5. PRN13. Be able to plan and carry out informational, methodical, material, financial and personnel support of the organization (unit).
6. PRNS 1. Establish, develop and balance relations with stakeholders (exporters, importers, consumers, customs brokerage agencies, state authorities, financial and credit, transport, logistics, insurance, legal organizations) in the process of foreign economic activity;
7. PRNS 2. Research the EU markets, carry out comparative and analytical monitoring of competitors, strategically plan, diagnose and increase the competitiveness of the EU.
8. PRNS 1.1. Provide management support for sales of products in foreign markets based on the optimal combination of tools of the marketing complex.
9. COM1. Conveying to specialists and non-specialists information, ideas, problems, solutions and own experience in the field of professional activity.
10. KOM2. Ability to effectively form a communication strategy.
11. AiB1. Management of complex actions or projects, responsibility for decision-making in unpredictable conditions.
12. AiB2. Responsibility for the professional development of individuals and/or groups of individuals, the ability to further study with a high level of autonomy.
Required prior and related subjects: Management,
Marketing,
EU Competitiveness,
Strategic Management
Summary of the subject: Content and structure of the discipline "International Marketing" reflects the main provisions related to the acquisition by students of systematic knowledge in the field of marketing activities on the world market, as well as the acquisition of skills for their practical use. Therefore, it will maximally contribute to students' mastery of theoretical knowledge and practical skills acquired in lectures and laboratory classes in the discipline. The key goal of studying the discipline is to provide comprehensive knowledge about the modern concept of international marketing and the conditions, mechanism and tools of its implementation in the activities of enterprises under the conditions of globalization of market relations.
Опис: 1. International marketing: an overview.
2. The economic environment of international marketing.
3. The international political and legal environment.
4. Socio-cultural environment of international marketing. International market research.
5. Analysis of international competition.
6. Marketing product policy in world markets.
7. International pricing policy.
8. The marketing policy in international marketing.
9. International product distribution channels.
10. International communication policy.
11. Management of international marketing.
Assessment methods and criteria: Semester control is conducted in the form of an exam, which involves written (solving the exam ticket in the form of test tasks, theoretical questions and problems) and oral (answers to oral questions) components.
Current control is carried out in the form of performance and defense of 5 laboratory works, evaluation of performances and presentations in practical classes.
Критерії оцінювання результатів навчання: Criteria for evaluating the learning outcomes of full-time students
Maximum score in points
Current control (PC)
Execution and defense of 5 laboratory works 20
Speeches and presentations 10
Total for PC 30
Examination control
Written component 50
Oral component 20
Total for discipline 100
The current control consists of the performance and defense of 5 laboratory works (4 points for each, the maximum score is 20 points); preparation of presentations and speeches (the maximum score for them is 10 points).
Examination control includes written (50 points) and oral components (20 points).
Порядок та критерії виставляння балів та оцінок: A student can get points for each laboratory work and presentation. The teacher summarizes all received points and forms a final grade.
Evaluation is carried out in accordance with the Regulation "On the organization and conduct of current and semester monitoring of students' learning results", approved by the rector of Lviv Polytechnic on August 30, 2018.
Evaluation is carried out according to the institute's 100-point scale:
88-100 - "excellent"; 71-87 - "good"; 50-70 - "satisfactory"; 26-49 – "not certified"; 00-25 - "not certified" - rating "unsatisfactory".
The level of knowledge is set as follows:
A - "excellent" (88-100 points).
B - "good" (80-87 points).
C - "good" (71-79 points).
D - "satisfactory" (61-70 points).
E - "satisfactory" (50-60 points).
FX - "unsatisfactory".
F - "unsatisfactory".
Recommended books: 1. Horbal N.I., Dzyubina K.O., Motorniuk U.I. (2017). Transformation of marketing communications of Ukrainian enterprises in the conditions of crisis, globalization and European integration. Marketing and Innovation Management, 3, 96–110.
2. Horbal N.I., Nitsenko D.O. (2022). Recommendation marketing: features and prospects of application. Management and entrepreneurship in Ukraine: stages of formation and development problems, 4(1), 7–15.
3. Dzyubina K.O. (2015). International marketing: a summary of lectures. – Lviv: Publishing House of the National University "Lviv Polytechnic".
4. Kanishchenko O.L. (2004). International marketing: Theory and business situations: Education. Manual. - K.: IVC "Polytechnic Publishing House".
5. Kuzmin O.E., Romanishyn S.B., Horbal N.I. (2008). Advertising strategy of the enterprise: Monograph. – Lviv: Lviv: Publishing House of the National University "Lviv Polytechnic", 168 p.
6. International marketing: in questions and answers: Manual. (2013). Under the editorship Baranovska M.I., Kozak Y.G. et al. - K.: Center for Educational Literature, 302 p.
7. Novoshinska L.V. (2004). International marketing: Manual. — K.: TsNL, 176 p.
8. Pasko M.I. (2020). Economic and philosophical foundations of management of marketing activities of the enterprise. Business Inform, 1, 373–382.
9. Chernomaz P.O. (2010). International marketing: Manual. - K.: Akademvydav, 272 p.
10. Shepel T.V. (2021). Modern realities and prospects for the development of Ukraine's foreign trade. Business Inform, 1, 49–58.
11. Kuzmynchuk, N., Kutsenko, T., Chorniy, D. (2022). Features of strategic management of international corporations in the context of increasing their competitiveness. Economy and Society, (39).
12. Onkvisit S., Shaw J. (2004). International Marketing. John Wiley & Sons. http://www.freebookcentre.net/business-books-download/ International-Marketing.html.
13. Porter M.E., Heppelmann J.E. (2015). How Smart, Connected Products are Transforming Companies, Harvard Business Review, October, pp. 97—114.
Уніфікований додаток: Lviv Polytechnic National University ensures the realization of the right of persons with disabilities to obtain higher education. Inclusive educational services are provided by the Service of accessibility to learning opportunities "Without restrictions", the purpose of which is to provide permanent individual support for the educational process of students with disabilities and chronic diseases. An important tool for the implementation of the inclusive educational policy at the University is the Program for improving the qualifications of scientific and pedagogical workers as well as educational and support staff in the field of social inclusion and inclusive education.
Contact us at:
St. Karpinsky, 2/4, 1st floor, room 112
E-mail: nolimits@lpnu.ua
Websites: https://lpnu.ua/nolimits https://lpnu.ua/integration
Академічна доброчесність: Policy regarding the academic integrity of participants in the educational process is formed on the basis of supporting the principles of academic integrity with the requirement of the norm "Regulations on academic integrity at the Lviv Polytechnic National University" (approved by the academic council of the university on June 20, 2017, protocol No. 35).
International Marketing (курсовий проєкт)
Major: Management
Code of subject: 7.073.04.E.040
Credits: 3.00
Department: Foreign Trade and Customs
Lecturer: Horbal Nataliya Ihorivna
Semester: 2 семестр
Mode of study: денна
Завдання: Study of the discipline involves formation and development of these students' competencies:
Integral:
INT. Ability to solve complex tasks and problems in the field of management or in the learning process, which involve conducting research and/or implementing innovations under uncertain conditions and requirements.
General:
ZK1. Ability to conduct research at the appropriate level;
ZK2. Ability to communicate with representatives of other professional groups of different levels (with experts from other fields of knowledge/types of economic activity);
ZK3. Skills in using information and communication technologies.
Special (professional, subject) competencies of the specialty:
SK5. Ability to create and organize effective communications in the management process.
Professional competencies of a profession direction:
FCS 1.1. Ability to plan, organize and implement comprehensive marketing research of foreign markets.
Learning outcomes: As a result of studying the discipline, a student should be able to demonstrate the following learning outcomes:
1. In-depth knowledge of the theoretical and conceptual foundations of international marketing management.
2. In-depth knowledge of factors ensuring the effectiveness of international marketing activities.
3. Ability to analyze the factors of the international environment.
5. Ability to systematically form and implement international marketing strategies.
6. Ability to develop and make sound management decisions regarding the effective management of international marketing.
As a result of the study of the academic discipline, the student of education should be able to demonstrate the following program learning results:
1. PRN2. Identify problems in the organization and justify the methods of solving them;
2. PRN7. Organize and carry out effective communications within the team, with representatives of various professional groups and in an international context;
3. PRN8. Apply specialized software and information systems to solve organizational management problems;
4. PRN9. To be able to communicate in professional and scientific circles in national and foreign languages.
5. PRN13. Be able to plan and carry out informational, methodical, material, financial and personnel support of the organization (unit).
6. PRNS 1. Establish, develop and balance relations with stakeholders (exporters, importers, consumers, customs brokerage agencies, state authorities, financial and credit, transport, logistics, insurance, legal organizations) in the process of foreign economic activity;
7. PRNS 2. Research the EU markets, carry out comparative and analytical monitoring of competitors, strategically plan, diagnose and increase the competitiveness of the EU.
8. PRNS 1.1. Provide management support for sales of products in foreign markets based on the optimal combination of tools of the marketing complex.
9. COM1. Conveying to specialists and non-specialists information, ideas, problems, solutions and own experience in the field of professional activity.
10. KOM2. Ability to effectively form a communication strategy.
11. AiB1. Management of complex actions or projects, responsibility for decision-making in unpredictable conditions.
12. AiB2. Responsibility for the professional development of individuals and/or groups of individuals, the ability to further study with a high level of autonomy.
Required prior and related subjects: Management,
Marketing,
EU Competitiveness,
Strategic Management
Summary of the subject: Content and structure of the discipline "International Marketing" reflects the main provisions related to the acquisition by students of systematic knowledge in the field of marketing activities on the world market, as well as the acquisition of skills for their practical use. Therefore, it will maximally contribute to students' mastery of theoretical knowledge and practical skills acquired in lectures and laboratory classes in the discipline. The key goal of studying the discipline is to provide comprehensive knowledge about the modern concept of international marketing and the conditions, mechanism and tools of its implementation in the activities of enterprises under the conditions of globalization of market relations.
Опис: 1. International marketing: an overview.
2. The economic environment of international marketing.
3. The international political and legal environment.
4. Socio-cultural environment of international marketing. International market research.
5. Analysis of international competition.
6. Marketing product policy in world markets.
7. International pricing policy.
8. The marketing policy in international marketing.
9. International product distribution channels.
10. International communication policy.
11. Management of international marketing.
Assessment methods and criteria: Semester control is conducted in the form of an exam, which involves written (solving the exam ticket in the form of test tasks, theoretical questions and problems) and oral (answers to oral questions) components.
Current control is carried out in the form of performance and defense of 5 laboratory works, evaluation of performances and presentations in practical classes.
Критерії оцінювання результатів навчання: Criteria for evaluating the learning outcomes of full-time students
Maximum score in points
Current control (PC)
Execution and defense of 5 laboratory works 20
Speeches and presentations 10
Total for PC 30
Examination control
Written component 50
Oral component 20
Total for discipline 100
The current control consists of the performance and defense of 5 laboratory works (4 points for each, the maximum score is 20 points); preparation of presentations and speeches (the maximum score for them is 10 points).
Examination control includes written (50 points) and oral components (20 points).
Порядок та критерії виставляння балів та оцінок: A student can get points for each laboratory work and presentation. The teacher summarizes all received points and forms a final grade.
Evaluation is carried out in accordance with the Regulation "On the organization and conduct of current and semester monitoring of students' learning results", approved by the rector of Lviv Polytechnic on August 30, 2018.
Evaluation is carried out according to the institute's 100-point scale:
88-100 - "excellent"; 71-87 - "good"; 50-70 - "satisfactory"; 26-49 – "not certified"; 00-25 - "not certified" - rating "unsatisfactory".
The level of knowledge is set as follows:
A - "excellent" (88-100 points).
B - "good" (80-87 points).
C - "good" (71-79 points).
D - "satisfactory" (61-70 points).
E - "satisfactory" (50-60 points).
FX - "unsatisfactory".
F - "unsatisfactory".
Recommended books: 1. Horbal N.I., Dzyubina K.O., Motorniuk U.I. (2017). Transformation of marketing communications of Ukrainian enterprises in the conditions of crisis, globalization and European integration. Marketing and Innovation Management, 3, 96–110.
2. Horbal N.I., Nitsenko D.O. (2022). Recommendation marketing: features and prospects of application. Management and entrepreneurship in Ukraine: stages of formation and development problems, 4(1), 7–15.
3. Dzyubina K.O. (2015). International marketing: a summary of lectures. – Lviv: Publishing House of the National University "Lviv Polytechnic".
4. Kanishchenko O.L. (2004). International marketing: Theory and business situations: Education. Manual. - K.: IVC "Polytechnic Publishing House".
5. Kuzmin O.E., Romanishyn S.B., Horbal N.I. (2008). Advertising strategy of the enterprise: Monograph. – Lviv: Lviv: Publishing House of the National University "Lviv Polytechnic", 168 p.
6. International marketing: in questions and answers: Manual. (2013). Under the editorship Baranovska M.I., Kozak Y.G. et al. - K.: Center for Educational Literature, 302 p.
7. Novoshinska L.V. (2004). International marketing: Manual. — K.: TsNL, 176 p.
8. Pasko M.I. (2020). Economic and philosophical foundations of management of marketing activities of the enterprise. Business Inform, 1, 373–382.
9. Chernomaz P.O. (2010). International marketing: Manual. - K.: Akademvydav, 272 p.
10. Shepel T.V. (2021). Modern realities and prospects for the development of Ukraine's foreign trade. Business Inform, 1, 49–58.
11. Kuzmynchuk, N., Kutsenko, T., Chorniy, D. (2022). Features of strategic management of international corporations in the context of increasing their competitiveness. Economy and Society, (39).
12. Onkvisit S., Shaw J. (2004). International Marketing. John Wiley & Sons. http://www.freebookcentre.net/business-books-download/ International-Marketing.html.
13. Porter M.E., Heppelmann J.E. (2015). How Smart, Connected Products are Transforming Companies, Harvard Business Review, October, pp. 97—114.
Уніфікований додаток: Lviv Polytechnic National University ensures the realization of the right of persons with disabilities to obtain higher education. Inclusive educational services are provided by the Service of accessibility to learning opportunities "Without restrictions", the purpose of which is to provide permanent individual support for the educational process of students with disabilities and chronic diseases. An important tool for the implementation of the inclusive educational policy at the University is the Program for improving the qualifications of scientific and pedagogical workers as well as educational and support staff in the field of social inclusion and inclusive education.
Contact us at:
St. Karpinsky, 2/4, 1st floor, room 112
E-mail: nolimits@lpnu.ua
Websites: https://lpnu.ua/nolimits https://lpnu.ua/integration
Академічна доброчесність: Policy regarding the academic integrity of participants in the educational process is formed on the basis of supporting the principles of academic integrity with the requirement of the norm "Regulations on academic integrity at the Lviv Polytechnic National University" (approved by the academic council of the university on June 20, 2017, protocol No. 35).