ПРЕДПРИНИМАТЕЛЬСКИЙ ОБРАЗ МЫШЛЕНИЯ
Дисциплина «Предпринимательский образ мышления» входит в цикл дисциплин по выбору. Дисциплина «Предпринимательский образ мышления» представляет собой курс лекций и практических занятий, посвященных рассмотрению истории, ключевой терминологии и базовых концепций в области развития теории предпринимательства.
Целями освоения дисциплины «Предпринимательский образ мышления» являются усвоение основных подходов при решении практических задач, которыми пользуются предприниматели как в России, так и за рубежом. В ходе освоения дисциплины студенты изучают, систематизируют и закрепляют основы теории и практики управления предприятиями, процессами принятия решений в области менеджмента, знакомятся с примерами современных бизнес – практик и составления бизнес-планов проектов.
В результате освоения дисциплины студент должен:
Знать современное состояние теории и практики предпринимательства;
Уметь пользоваться базовой терминологией современного предпринимательства;
Иметь практические навыки анализа управленческих ситуаций и принятия управленческих решений.
№
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Название раздела
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1
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Лидерство и предпринимательство
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2
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Четыре типа предпринимательских компаний
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3
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Проектирование продукта
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4
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Руководящая команда. Принципы построения команды
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5
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Маркетинг: Цели маркетинга и маркетинговые исследования
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6
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Маркетинг: Анализ. Ценообразование
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7
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Маркетинг: Тактика проникновения на рынок
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8
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Финансовая документация: Основные финансовые документы
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9
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Финансовая документация: Анализ финансовых коэффициентов
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10
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Инвестиционный анализ бизнес плана
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11
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Стратегический план
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12
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Технологическое и корпоративное предпринимательство
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Литература
Стив Бланк, Боб Дорф, Стартап Настольная книга основателя. Альпина Паблишер, М. 2013
Александр Остервальдер, Ив Пинье, Построение бизнес-моделей. Альпина Паблишер, М.2012
Jerome S. Engel, David Charron, Technology Entrepreneurship Education. Lester Center, Intel, 2006
Warren Bennis, Robert Townsend, Reinvestiong Leadership. New York, William Morrow and Company, Inc, 2005
Ray Smilor, Daring Visionaries. Adams Media Corporation, Holbrook, 2001
ГЛОБАЛЬНЫЙ МАРКЕТИНГ (GLOBAL MARKETING)
Преподается на английском языке.
Products and services around the world are transcending national and political boundaries at incredible pace. Due to technological advances, particularly the diffusion of digital technologies and communication devices, the landscape of business has changed drastically creating a plethora of opportunities and challenges at the same time. Companies are now confronted by the rapid globalization of markets and competition that could favor the company to get benefits from unique worldwide brand identity and economies of scale in R&D, marketing, and manufacturing. However all these changes could bring down responsiveness to local markets, slow down most marketing decisions and make worldwide brands more vulnerable.
The environment that managers face is one that is filled with complexity and contradictions. This requires global managers and especially marketers to possess a global perspective. A global manager needs to develop special set of knowledge, skills, and competencies allowing them to meet the changing, emerging, and increasingly complex conditions associated with globalization and intricately bound local markets. Apart from a common set of traits, global marketer requires a set of specialized skills, capabilities, and competencies. It includes sensitivity to cultural diversity, ability to use technology, information systems, and telecommunications effectively to collect and integrate market information all around the world, understanding of cross-cultural issues that impact marketing activities, ability to scan of competitors on a global basis and so forth.
To master those skills, capabilities, and competencies the course is based more on student-centered learning methods, with less use of direct instruction (chalk and talk). Classroom discussions (student with student and instructor with student), games, cooperative learning, guest lectures are the main teaching methods for the course. On guest lectures, students will learn contemporary knowledge and tools from prominent industry experts on such topics as global product management, global advertising and global marketing research. Among guest lecturers are top managers from Acronis, P&G, Intel and Unilever.
This course provides students with all rigor academic frameworks and models whose application in real world is shown through cases, projects, and outside speakers’ experience.
The main deliverables of the course are tasks from guest speakers, country snapshot presentation, and final project on developing marketing plan for product launch in foreign markets.
Student Outcomes and Competencies
At the completion of the course requirements, the student will be able to:
Recognize cross-cultural differences and their impact on marketing activities. Analyze those differences in terms of market opportunities and risks.
Understand issues in international marketing and avoid major mistakes in implementing marketing activities on international basis.
Estimate economic, political, cultural, financial and legal environment of countries for adjusting marketing strategy in accordance with local opportunities and threats.
Recognize the type of international environment.
Understand the self-reference criterion, state the precise definition of global research problem, and apply correct marketing research methods to collect information for making strategic and tactical marketing decision in international context.
Develop research design for global market study. Collect the data (secondary and primary) for international market research purposes. Fulfill translation and scalar equivalence criteria.
Understand cultural sensitivity in designing and running focus groups in international marketing setting. Apply survey methods for cross-cultural marketing research.
Employ different methods to assess the size of the foreign market for any given product.
Do a preliminary screening of countries before identifying attractive market opportunities.
Understand the roles that product designers, engineers, production managers, and purchasing managers play in global marketing decision making, and contribute to global new product development;
Apply different international market segmentation approaches.
Develop uniform positioning strategy.
Report and present the findings of the global marketing study.
Develop market entry strategies and plans for a company, quantify opportunity, and justify the revenue.
Develop globally integrated marketing communications.
Apply tools, frameworks and techniques to conduct opportunity assessments, identify high potential markets, and develop channel and pricing strategy.
Course Outline
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Topic
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Course Introduction Syllabus Overview
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1
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Globalization
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2
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Global environment
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3
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Global marketing research (Guest speaker from P&G)
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4
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Global Segmentation and Positioning
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5
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Global Marketing Strategies
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6
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Global Market Entry Strategies
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7
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Developing New Products for Global Market (Guest speaker from Acronis)
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8
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Marketing Products and Services
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9
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Global Pricing
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10
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Global Advertising
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11
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Global Distribution
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12
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Marketing Strategies for Emerging Markets
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Readings:
Briley, Donnel A.; Aaker, Jennifer L. (2006): Bridging the Culture Chasm: Ensuring That Consumers Are Healthy, Wealthy, and Wise. In Journal of Public Policy & Marketing 25 (1), pp. 53–66. DOI: 10.1509/jppm.25.1.53.
Gupta, V., Hanges, P.J. & Dorfman, P., 2002. Cultural clusters: methodology and findings. Journal of World Business, 37(1), pp.11–15.
Hollis, Nigel. “Rethinking Globalization.” Marketing Research 21, no. 1 (Spring 2009): 12–18.
Kedia B, Mukherji A. Global Managers: Developing A Mindset For Global Competitiveness. Journal Of World Business. Fall99 1999;34(3):230-251. Available from: Business Source Premier, Ipswich, MA. Accessed June 11, 2014.
Kotabe, M. & Helsen, K., 2010. Global marketing management, Hoboken, NJ: Wiley. (Chapter 13. Communicating with the World Consumer)
Steenkamp, Jan-Benedict E. M. (2001): The role of national culture in international marketing research. In International Marketing Review 18 (1), pp. 30–44. DOI: 10.1108/02651330110381970.
Zaltman, Gerald (1997): Rethinking Market Research: Putting People Back In. In Journal of Marketing Research 34 (4), p. 424. DOI: 10.2307/3151962.
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