Kansainvälinen yritystoiminta (pääaine: markkinointi)

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1 107 Kansainvälinen yritystoiminta (pääaine: markkinointi) Kansainvälisen yritystoiminnan opintojen tavoitteena on antaa opiskelijoille valmiuksia toimia erilaisissa johto- ja asiantuntijatehtävissä kansainvälistyvissä ja monikansallisissa yrityksissä sekä erityyppisissä kansainvälistä kauppaa tukevissa tai tutkivissa organisaatioissa. Keskeisimpiä kansainvälisen markkinoinnin haasteita ovat tarkoituksenmukaisen markkinointistrategioiden sekä operointimuotojen valinta, suunnitteleminen ja johtaminen. Hyödyntämällä yrityksen omia resursseja on kyettävä vastaamaan monikulttuurisen toimintaympäristön vaatimuksiin kiristyvän kilpailun vallitessa. Opinnoissa pyritään vastaamaan näihin haasteisiin, ja tarjoamaan opiskelijoille työkaluja dynaamisen toimintaympäristön hallinnoimiseksi. Opintojaksoilla hyödynnetään monimuotoisia opetusmenetelmiä, jotka kehittävät opiskelijan analyyttisia valmiuksia ja kykyä toimia monikulttuurisissa tiimeissä. Opetuksen monimuotoisuutta lisäävät lukuisten yritysjohtajien ja ulkomaisten asiantuntijoiden vierailut. Kansainvälisen johtamisen opinnot tukevat kansainvälisen markkinoinnin opintoja, luoden vahvan kokonaisuuden kansainvälisestä yritystoiminnasta. Maisteriopintojen kokonaislaajuus on 120 op. Ne koostuvat kansainvälisen yritystoiminnan opinnoista 87 op, kaikille yhteisistä opinnoista 5 op, kieliopinnoista 13 op, ja vapaavalinnaisista opinnoista 15 op. Neljä markkinoinnin laitoksen tuottamaa kurssia muodostavat maisterinopintojen ytimen. International Business Negotiations kurssin tavoitteena on perehdyttää opiskelijat vaihtoehtoisiin kansainvälisiin liikeneuvottelustrategioihin, neuvotteluihin vaikuttaviin tekijöihin sekä harjoitella kansainvälisiä neuvottelutaitoja. Global Marketing Management kurssin tavoite on kehittää opiskelijoiden analyyttisiä ja käytännön valmiuksia suunnitella ja johtaa tehokkaita globaaleja markkinointistrategioita. Internationalisation Strategies of the Firm kurssilla kehitetään valmiuksia suunnitella ja johtaa kansainvälistymisstrategioita erityyppisissä yrityksissä kuten teollisissa ja palvelualan yrityksissä, sekä monikansallisissa yrityksissä. Managing International Business Networks puolestaan syventää ymmärrystä yrityksen asemasta verkostotaloudessa ja markkinoinnin keinoista kehittää ja johtaa verkostosuhteita. Lisäksi pakollisiin kursseihin sisältyy johtamisen laitoksen kansainvälisen yritystoiminnan kursseja, jotka luovat vahvan pohjan kansainväliseen liiketoimintaosaamiseen. Kansainvälisen yritystoiminnan maisteriopinnot markkinointi 67 op + johtaminen 20 op Kaikille yhteiset opinnot 5 op LIIK3001 Liiketoiminnan etiikka (2 op) FILO1009 Tieteen filosofia (3 op) Kieliopinnot 13 op Vapaavalintaiset opinnot 15 op Analyyttisiä valmiuksia kehittävien kurssien kvantitatiiviset analyysit markkinointitutkimuksessa, laadulliset menetelmät markkinointitutkimuksessa, Tieteen filosofia ja tieteellinen tutkimus -kuvvaukset löytyvät opinto-oppaan kohdasta "Markkinoinnin opinnot".

2 108 Kansainvälinen yritystoiminta (pääaine: markkinointi) Kansainvälisen yritystoiminnan opinnot käsittävät neljä eri kokonaisuutta: I Pakolliset opinnot...30 op II Valinnaiset opinnot...20 op III Tutkimusvalmiusopinnot...7 op IV Pro gradu tutkielma...30 op Management in CEE (5 op) MARK3001 Markkinointi yrityksen strategisessa johtamisessa (5 op) MARK2025 Seminar in East-West Business (8 op) II b) ja näistä vähintään 10 opintopistettä Kansainväliseen yritystoimintaan painottuviin markkinoinnin maisterinopintoihin aikovilta suositellaan kandidaatinopinnoissa kurssien Vientimarkkinointi ja International Business Operation Modes suorittamista. Kyseiset kurssit on sisällytettävä maisterinopintoihin, ellei näitä ole suoritettu jo kandidaattivaiheessa. I Pakolliset opinnot (30 op) JOHT3019 JOHT3029 JOHT3004 JOHT3018 JOHT3003 Project Management (5 op)* Entrepreneurship and Enterprise Growth: A European Perspective (5op)* Diversity Management (5 op)* Managing International Mergers and Acquisitions (5 op)* International Strategic Management (5 op)* MARK2016 Global Marketing Management (5 op) MARK2015 International Business Negotiations (5 op) MARK2014 Internationalization Strategies of the Firm (5 op) MARK2017 Managing International Business Networks (5 op) JOHT3010 International Human Resource Management (5 op)* JOHT3017 Managing International Knowledge Transfers (5 op)* III Tutkimusvalmiusopinnot (7 op) MARK3004 Tieteellinen tutkimus markkinoinnissa (2 op) MARK3007 Laadulliset menetelmät markkinointitutkimuksessa (5 op) Tai MARK3008 Kvantitatiiviset analyysit markkinointitutkimuksessa (5 op) II a) Valitse seuraavista vähintään 10 opintopistettä MARK2027 Business Operations in Eastern Europe (5 op) MARK3013 Cross Cultural Marketing Communications (5 op) MARK2024 Doing Business in Asia (5 op) MARK2026 Excursion to Russia (2 op) MARK2019 International Purchasing (5 op) MARK2018 Marketing Strategies and IV Pro gradu -tutkielma (30 op) *Kansainvälisen johtamisen tarjoamia kursseja. Tarkemmat kurssikuvaukset löytyvät opinto-oppaan kohdasta Johtamisen opinnot.

3 109 Kurssikuvaukset Markkinoinnin kurssien perusperiaatteet: Markkinoinnin opintojaksoille on ilmoittauduttava etukäteen WebOodin kautta, pääsääntöisesti viikkoa ennen kurssin alkamisajankohtaa. Kansainvälisen markkinoinnin kursseille ilmoittaudutaan kaksi viikkoa ennen kurssin alkua. Yksittäisten opintojaksojen osanottajamääriä voidaan rajoittaa vaadittavien edeltävien opintojen ja/tai opinto-oikeuden mukaisesti. Aloitus-, lopetus- ja vierailijaluennot ovat pääsääntöisesti pakollisia, jotta osallistujat saavat tietoonsa olennaisen kurssin suorittamistavoista ja sisällöstä TAI koska ne ovat osa kurssisuoritusta. Tenttiin osallistuminen voi edellyttää, että opintojaksoon kuuluvat pakolliset harjoitukset on suoritettu. Harjoitukset ovat voimassa yhden lukuvuoden. Kurssikirjallisuuteen perehtyminen on edellytys kurssin hyväksyttyyn suorittamiseen, kun taas oheiskirjallisuus toimii harjoitustöiden ja kurssien tukena; ei pakollista, mutta suositellaan luettavaksi. n Global Marketing Management Code: MARK2016 Objectives: The goal of the course is to develop analytical and practical skills to design and manage effective global marketing strategies. Contents: 1) An overview of global marketing 2) Assessing international market opportunities 3) The international market selection process 4) Global product and branding strategies 5) Global pricing strategies 6) Global distribution strategies 7) Organizing and controlling the global marketing strategies and 8) Ethical issues in global marketing Teaching methods: Lectures (max 30h) and assignment Assessment: Exam, and group assignment presentation plus report 1. HOLLENSEN, SVEND: Global Marketing. A market-responsive approach. Prentice Hall fourth edition Mini case studies available on Moodle web course page during the course 3. Collection of articles Period: 2 nd period Additional information: The first and the assignment presentation lectures are compulsory. Other compulsory lectures will be informed in the first lecture. n International Business Negotiations Code: MARK2015 Objectives: The aim of the course is to familiarise participants with theoretical and practical aspects of international business negotiations and to develop skills essential to handle international business negotiations efficiently. Contents: 1) Introducing international business negotiations and theoretical background 2) Conflict resolution 3) The impact and role of culture on negotiations 4) Communication process and negotiations 5) The process, strategies and tactics of international business negotiations 6) Practical exercises of different negotiation situations Teaching methods: Lectures (max 25h) and a case study based exercises. Students will be performing a role-play exercise for an actual negotiation situation. This part will be videotaped and analysed. Assessment: Role-play exercise in teams, case study analysis in groups, and individual reports 1. GHAURI, P.N. & USUNIER, J.C. (eds), International Business Negotiations, Pergamon Press: London, 2 nd Edition, Period: 4 th period Additional information: Limited enrolments (max 50). Registration to the course four weeks before the course starts is required.

4 110 Kansainvälinen yritystoiminta (pääaine: markkinointi) The nature of the course is intensive and interactive; therefore all the exercises and lectures are compulsory. n Internationalisation Strategies of the Firm Code: MARK2014 Objectives: To develop capabilities to plan and manage internationalisation strategies. In the course also analytical and critical thinking, team working in a heterogeneous environment and decision making will be practiced. Content: 1) Theories explaining internationalisation, 2) Dimensions of internationalisation strategies, 3) Internationalisation process models, 4) International strategic alliances, 5) Foreign direct investment strategies, 6) Coordination and management of international subsidiary networks, 7) Control and evaluation of internationalisation, 8) Comparison of traditional vs. born globals, industrial and service companies, SMEs vs. MNC Teaching: Workshop sessions and visiting lectures (max 30h), literature, group work. Assessment: Active participation in workshop sessions and lectures, group work & individual assignment. 1. MELLAHI KAMEL, JEDRZEJ GEORGE FRYNAS & PAUL FINLAY (2005).Global Strategic Management. Oxford University Press, selected parts on the topic and other material informed by the lecturer Period: 3 rd period Previous study requirements: Export marketing, International business operation modes n Managing International Business Networks Code: MARK2017 Credit units: 5 ECTS Objective: The objective of the course is to make the students familiar with the industrial network approach to understand business markets. The course also aims to improve the student s skills in group working, as well as in critical, analytical thinking. Contents: 1) the nature of business markets and business marketing 2) different types of networks 3) managing relationships 4) network dynamics 5) internationalisation and cross-cultural issues in business networks Teaching methods: Lectures (max 30h) including article based group work, exam. Active participation on the lectures is required. Assessment: Exam and group work 1. FORD, DAVID et al.: Managing Business Relationships. John Wiley& Sons Period: 2 th period Additional information: pre-reading for IBstudents without previous studies in the field n Business Operations in Eastern Europe Code: MARK2027 Objective: Familiarize the students with the operation environment and its development since transition as well as on the key issues related to the planning and management of various operation modes in Eastern Europe Contents: The course is structured in the following way: 1) dimensions of transition, 2) effects of globalization and economic integration, 3) the structure and changing nature of East-West business 4) entry decisions when entering Eastern Europe markets and 5) business culture aspects in Eastern Europe. The main focus is on Russia, CIS and the Baltic states. Teaching methods: Lectures, exercises and guest lectures (max 25 h) Assessment: Exam and assignment 1. Transition report 2008 by European Bank for Reconstruction and Development. Selected parts. 2. CAVUSGIL, S.T., P.N. GHAURI, M. R. AGARWAL: Doing Business in Emerging

5 111 Markets. Entry and Negotiations Strategies. Sage Publications Selected parts 3. Collection of articles Period: 3 rd period n Cross Cultural Marketing Communications Code: MARK3013 Objectives: The goal of the course is to familiarize the students with the different views of culture and its impact on the planning and management of cross cultural marketing communication, especially international and global advertising. Contents: 1) Different views of culture 2) Cultural values and cultural segmentation 3) Convergence and divergence in global consumer behaviour 4) Communication styles and cross-cultural marketing communications 5) A framework of international advertising, media and message selection 6) Value paradoxes in cross cultural advertising 7) Design and management of cross-cultural advertising communication strategies Teaching method: Lectures, in-class video watch sessions and analysis of advertisements Assessment: Exercises and exam Literature: 1. DE MOOIJ, MARIEKE: Global marketing and advertising. Understanding cultural paradoxes. Second edition 2005 Period: 4 th period n Doing Business in Asia Code: MARK2024 Objectives: The course aims to familiarise the students with the operation environment, especially culture, and the key issues to the planning and management of various operation modes and marketing in Asia. A special focus is given to compare and contrast the market dynamics and business operation modes in Japan, China and India. Contents: 1) An overview of business environment in Asia 2) Cultural issues in Asia 3) Key issues related to various business operation modes in Asia 3) international sourcing to Asia 4) Marketing in Asia Teaching methods: Lectures and exercises Assessment: Exam 1. LASERRE P. & SCHÜTTE H.: Strategies for Asia Pacific Meeting New Challenges. Palgrave Macmillan, AMBER T. & WITZEL M.: Doing business in China, Routledge, 2001, or newer 3. Collection of articles Period: 5 th period Additional information: The first and the last lectures of the course and the visiting lectures are compulsory. Other compulsory lectures will be informed in the first lecture. Registration to the course two weeks before the course starts is required. n Excursion to Russia Code: MARK2026 Credit Units: 2 ECTS Objective: The goal is to increase and broaden the knowledge of the Russian business environment and practices discussed in various courses in the East West business study program. Contents: The trip consists of lectures at the local university and/or Russian trade related organizations and company visits to local and foreign-owned enterprises. The excursion lasts 5-6 days and the costs are covered by the participants. The price covers travelling, accommodation, sightseeing, company visits and lectures. Price will depend on the amount of participants. Visa costs as extra, because they vary according to the students home country. Teaching methods: Lectures by local university and company visits. Assessment: company visits and a report (5-10 pages) on one or more companies visited during the excursion.

6 112 Kansainvälinen yritystoiminta (pääaine: markkinointi) Period: Excursion is scheduled preliminary to week 17 (2009). Further information: At least 25 enrolments to the course are required. Enrolments have to be done by the end of January. Students who are studying East-West Business are given priority if enrolments need to be limited. n Export Marketing Code: MARK2029 Objective: To provide a comprehensive overview of the nature of export marketing and the export operation mode. Contents: 1) introduction to export marketing and planning, 2) analysing of company's export environment, potential and capabilities, 3) export market selection and export operation mode choice, 4) planning of export marketing mix elements, 5) overview of export processes and documents. Teaching methods: The course consists of lectures 24 hours, case study analysis in groups, individual reading of literature, and final exam. Assessment: Course work in groups and exam. 1. ALBAU, GERALD, DUERR, EDWIN & STRANDSKOW, JESPER (2005). International Marketing and Export Management, Prentice Hall, Fifth Edition. 2. A collection of articles on the topic and other material informed by the lecturer. Period: 1 st period n International Purchasing Code: MARK2019 Objective: The goal is to understand procurement s role in the global business environment. After the course participants should be able to analyze supplier relations portfolio and portfolios capabilities. Course contents: 1) Purchasing as a strategic tool 2) Network thinking 3) Supply chain management 4) Company s role in extended value chain 5) Exception management 6) Outsourcing Lectures will contain various examples of real world solutions in strategic procurement and procurement strategies. Teaching methods: Lectures (max 30h) Assessment: Exam, participation of quest lecturer s lessons 1. VAN WEELE, ARJAN. Purchasing and supply chain management, Analysis, Strategy, Planning and Practice. Thomson learning, London (2005) 3. Other material provided by the lecturer Period: 2 nd period n Marketing Strategies and Management in Central Eastern Europe Code: MARK2018 Objective: Familiarize the students with the key issues related to the marketing environment, planning and management of marketing mix and management in Central Eastern Europe. Contents: In the course the following issues will be addressed: 1) Marketing Environment in Central and Eastern Europe 2) Market Research in Central and Eastern Europe 3) Buying Behavior 4) Marketing-Mix-Decisions and 5) Management in Central and Eastern Europe Teaching methods: Lectures, Group assignments Assessment: Exam, and group assignment presentation on a selection of articles. 1. To be announced later 2. A collection of articles on selected topics Period: 3 nd period Additional information: The first and the last lectures of the course and the visiting lectures are compulsory. Other compulsory lectures will be informed in the first lecture. Lectures by the visiting faculty will be announced when course begins. Registration to the

7 113 course two weeks before the course starts is required. n Markkinointi yrityksen strategisessa johtamisessa Code: MARK3001 Tarkempi kurssikuvaus löytyy opinto-oppaan kohdasta markkinoinnin opinnot. n Seminar in East West Business Code: MARK2025 Credit Units: 8 ECTS Objective: To increase and broaden knowledge of various aspect related to East West business through own seminar work and presentations by others. Contents: Each student writes an individual report on the subject depending on agreed topic on East-West business. The report can be related to marketing, management or business law. Teaching methods: 4 hours introduction to the topic hours of seminar session for each student attending the course (2 hours presentation of the research proposal; 2 hours for the presentation of the final study). At least 80% attendance on the seminar lectures and acting as an opponent. Assessment: Research paper (20-30 pages) and opponent working. Selected by the student. Books, articles and internet sources based on the chosen topic. Period: periods 3 5 Content: 1) Relationship marketing 2) Network-based relationship marketing 3) Network theory 4) Foundations of relationships 5) Relationship dissolution and 6) Services marketing. Teaching Methods: Lectures, classroom discussions and oral assignments are based on article analysis and presentations in pairs. Group work presentation is based on diary analysis and group report. Assessment: Evaluation of the course is based on final exam, the quality of papers, presentation skills and class participation. A collection of articles on the topic and other material chosen by the lecturer. Period: to be announced later. n Marketing Thinking in Nordic Countries Code: MARK2022 Objectives: The goal of the course is to learn key issues related to Nordic approaches in marketing. Course focuses on relationship marketing, networks and services marketing.