Project «Student International Russian-Czech scientific and applied project onMarketing Management of International Trade: the entry of a Russian company into the Czech market (case study)

On February 11, 2021, in the framework of the international student Russian-Czech scientific and applied project on Marketing Management of International Trade the first online meeting was held, where the project supervisors from the HSE University (Moscow) Irina Strelnikova and from the University of Finance and Administration (Czech Republic) Peter Stuchlik explained about the content of the project, the final task, and the result. Mixed teams were formed to work on the project, consisting of students from the HSE University (Moscow) and students from the University of Finance and Management (Czech Republic). Within the framework of the first lecture session, general issues and specifics of international trade and international marketing of goods were discussed in an interactive format.

On February 25, 2021, as part of the international student Russian-Czech scientific and applied project on Marketing Management of International Trade, the second online lecture and workshop was held for students participating in the project from the HSE University (Moscow) and for project participants from the University of Finance and Administration (Czech Republic). Within the framework of the meeting, the theoretical and practical issues necessary for the successful completion of the final task on the project were considered. In this meeting, the issues of the international marketing environment and trade barriers affecting the international marketing of goods were discussed.

    The international marketing environment refers to the controlled and uncontrolled forces that influence a firm's marketing decisions on a global scale. To effectively serve international markets, a firm needs a proper understanding of the international marketing environment. The needs, preferences, and expectations of buyers in different foreign markets do not necessarily coincide. The international marketing environment surrounds and influences the organization. Marketers strive to deliver value to satisfied customers, so they need to evaluate both the external and internal environment. The capabilities of the international marketing environment vary by country. Some countries have huge growth potential, while others do not. Understanding and knowledge of the marketing environment is necessary for an international marketer to choose the right market and generate long-term income.

    In addition to the environment, trade barriers are of great importance in the international marketing of goods - state restrictions on international trade, such as tariffs, non-tariff barriers to trade, import licenses, export licenses, import quotas, subsidies, embargoes, currency devaluation, etc. Most trade barriers work on the same principle–the imposition of some costs on trade that increase the price of goods sold. If two or more countries repeatedly use trade barriers against each other, it leads to a trade war.

Another meeting of Russian and Czech students - participants of the applied project in the sphere of international marketing from the Higher School of Economics (Moscow) and the University of Finance and Management took place on this day. The topic of this meeting was taking into account trade risks and implementation of distribution and logistics. At the end of the meeting, held in the online format, its participants had to understand the influence of these factors to the international business, which was the topic of the presentation of one of the organizers of the project Peter Stuchlik (Czech Republic). Understanding this complex of problems and the right approach to it is the key to a successful solution of this case project. 

A new meeting of students-participants of the applied project in the field of international marketing, representing the National Research University Higher School of Economics (Moscow) and the University of Finance and Management (Czech Republic) was held on March 25, 2021. The agenda for the meeting was the need to familiarize participants with the processes of pricing, its strategies and sales techniques. Special stress was made on this topic, because the materials that the Russian and Czech students received at the meeting will allow them to implement a flexible pricing policy, which is one of the most important competitive advantages. In the long run, this should increase the level of knowledge of the participants, as well as be another step towards a better solution of this project. The materials were provided by Professor Peter Stuchlik (Czech Republic), and the meeting itself took place in an online format. In addition, the teams had the opportunity to ask the organizers technical and thematic questions.

On this day there was another meeting between Russian students from the Higher School of Economics (Moscow) and Czech students from the University of Finance and Management as part of the work on the applied case project in the field of international marketing. Since there was not much time left until the project's completion, it was important for the participants to have time to study another important topic related to the functioning of the HR department, personnel support, and signing agreements. It is expected that after listening to another block of lectures in online format by Professor Peter Stuchlik (Czech Republic) at this meeting, the students will be able to further expand their knowledge, which they will use not only in solving this case, but also in real life. At the end of the meeting, the managers asked the teams about the degree of preparation of the project.

On April 22, the final online meeting of participating students from the Higher School of Economics (Moscow) and the University of Finance and Management (Czech Republic) was held with the organizers and managers while working on an applied case project in the field of international marketing. The last important topic that formed the basis of the lectures of Professor Peter Stuchlik (Czech Republic) was accounting, namely communication services and other expenses. As in previous meetings, students had the opportunity to ask questions related to the material of lectures or the realization of the project. At the end of the meeting, the teams of students were informed about the right order of presentation of their works in May.

On May 27, June 9, and June 16, 2021, the final examination of the works within the framework of the «Student International Russian-Czech scientific and applied project on Marketing Management of International Trade», implemented by the School of International Regional Studies HSE University under the supervision of the head of the School of International Regional Studies Vera Vishnyakova, and a Russian postdoc of School of International Regional Studies Irina Strelnikova in collaboration with the University of Finance and Administration (Prague), was held in the format of the Teams conference. Students participating in the project from the HSE University together with their colleagues from the University of Finance and Administration (Czech Republic) in mixed international groups successfully made a presentation of their final papers, where they demonstrated all their knowledge on marketing management of international trade gained during the work on the project and during the lectures held within the framework of this project by Czech Professor Peter Stuchlik. The international Russian-Czech commission highly evaluated the level and quality of the proceedings and presentations and concluded that the results of this project can be used not only through their further publication in the form of a scientific article, but also in the form of an analytical document that can be used by foreign companies in their practical activities. This project allowed the participants to gain vital experience of working in an international team, and to gain both theoretical and practical knowledge and skills that can be used in their professional life.