ESF:MKH_MAEU Marketing in the EU - Course Information

MKH_MAEU Marketing in the EU

Extent and Intensity

0/0. 4 credit(s). Type of Completion: z (credit).

Teacher(s)

doc. Ing. Alena Klapalová, Ph.D. (seminar tutor)

Guaranteed by

doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová

Timetable

Sun 13. 3. 8:30–11:50 P103, Sat 19. 3. 8:30–11:50 P103, Sat 21. 5. 16:20–19:30 P103

Prerequisites

The following courses are recommended as prerequisites: Corporate Economics, Management I, Marketing I.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Business Management (programme ESF, N-EKM)

Course objectives

The entrepreneurial environment of the European Union is highly competitive and many aspects of entrepreneurship are guided and regulated within common policy of integrated countries. On the other hand, even despite indisputable impact of globalization and integration, an entrepreneur encounters a range of different national, regional and local specifics that significantly influence entrepreneurial activity. The course targets at the development of basic marketing skills of managers and employees of companies engaged in the international business environment.
Student who successfully passes the course should be able to perceive the specifics of marketing in the EU market, to apply different techniques of marketing management in the international environment and to be aware of distinctive uses of marketing methods, techniques or tools, which must be adapted to different conditions of an individual EU member country that result from either cultural differences, different legislation or from other particularities of the environment. He or she should understand how to search for opportunities and to note threats in the areas which do not exist or do not act (until now) in the home market and to use the results of the environmental analyses for marketing decisions within the marketing mix in the European Union markets.

Syllabus

• 1. Introduction into the subject and marketing in the EU
• 2. The EU environment
• 3. The EU Cultural environment
• 4. Cultural dimensions and marketing in the EU
• 5. Consumer and Customer behaviour in the EU market
• 6. International marketing reasearch and MIS
• 7. Marketing strategies in the EU market
• 8. Segmentation and positioning in the EU market
• 9. Marketing a product and the EU
• 10. Marketing price and the EU
• 11. Marketing place and distribution and the EU
• 12. Marketing promotion and the EU
• 13.Fairs and tradeshows in the EU

Literature

required literature
• MACHKOVÁ, Hana. Mezinárodní marketing. 2., rozš. a přeprac. vyd. Praha: Grada, 2006, 205 s. ISBN 802471678X. info
• SVĚTLÍK, Jaroslav. Marketing pro evropský trh. 1. vyd. Praha: Grada, 2003, 272 s. ISBN 8024704226. info
• KLAPALOVÁ, Alena. Marketing v Evropské unii (Marketing in the European Union). první. Brno: Masarykova univerzita v Brně, 2003, 111 pp. ISBN 80-210-3072-0. info

recommended literature
• HOLLENSEN, Svend. Essentials of global marketing. 1st ed. Harlow: Prentice Hall, 2008, xxviii, 49. ISBN 9780273717843. info
• USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
• KACHLÍK, Alfons and Hana KACHLÍKOVÁ. Rukověť exportéra :Evropská unie. 1. vyd. Praha: QplusQ, 1996, 362 s. ISBN 80-902117-0-4. info

not specified
• ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
• BRADLEY, Frank. International marketing strategy. 5th ed. Harlow: Prentice-Hall, 2005, xxvii, 408. ISBN 0273686887. info
• KEEGAN, Warren J. and Bodo B. SCHLEGELMILCH. Global marketing management : a European perspective. Harlow: Prentice Hall, 2001, xvi, 610. ISBN 9780138418267. info

Teaching methods

The course has a form of lectures and tutorials, which comprehend the theoretical explanation of the fundamental concepts, resp. methods and tools and discussion and brainstorming for the aplication of theoretical knowledge. Multimedia are used during tutorials.

Assessment methods

Students in the distance learning follow the instructions from the distance Study catalogue and interactive syllabi. Recommended schedule: 1st tutorial: introduction into the course, information about the course, requirements for the exam and case studies on the topic of the EU environment and marketing, culture as the part of the environment and cultural dimensions in the marketing in the EU. 2nd tutorial: examples from the topic of marketing enviroment analysis as well as marketing research in the EU, marketing strategies at the EU markets and segmentation, targeting and positioning. 3rd tutorial: added theoretical knowledge not introduced in the basic study material and case studies concerning the 4 "P’s" of marketing mix. The requirements for credits: 1. one 5-page essay corrected by the tutor (recommended topics are introduced on the course interactive syllabi or according to the tutor’s instructions); 2. marketing survey using the prepared questionnaire within the topic "Marketing research in the EU market (according the instructions of tutor). 3.test containing both closed and opened questions with the total score of 20 to 25 points (according to the up-to-date information of the tutor).

Language of instruction

Czech

Further comments (probably available only in Czech)

Study Materials
The course can also be completed outside the examination period.
The course is taught annually.
General note: Nezapisují si studenti, kteří absolvovali předmět KHMAEU.

• Enrolment Statistics (Spring 2011, recent)
  
• Permalink: https://is.muni.cz/course/econ/spring2011/MKH_MAEU