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
Supplier department: Department of Business Management – Faculty of Economics and Administration

Timetable

Sat 2. 3. 16:00–19:50 P104, Fri 10. 5. 12:00–15:50 P304, Sat 18. 5. 16:00–19:50 P104

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 by common policy of integrated countries. On the other hand, even despite the 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.

Learning outcomes

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
• 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
• 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
• SVĚTLÍK, Jaroslav. Marketing pro evropský trh. 1. vyd. Praha: Grada, 2003, 272 s. ISBN 8024704226. 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
• MACHKOVÁ, Hana. Mezinárodní marketing : nové trendy a reflexe změn ve světe. 3., aktual. a přeprac. vyd. Praha: Grada Publishing, 2009, 196 s. ISBN 9788024729862. info
• 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 catalog and interactive syllabi. Recommended schedule: 1st tutorial: the 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 environment 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 the marketing mix. The requirements for credits: 1. one individual seminar work presented during the last meeting (topic should correspond to any of the themes within (international) marketing in the EU areas. Alternatively to the requirements No. 1 there is the possibility to work out team (2 to 3 persons) seminar project with the topic: Analysis of the chosen EU market for formulate marketing purpose (aim) (e.g. company entry/product introduction into the EU market; Comparison of competition communication/pricing/place strategy for product/company – chosen market or chosen markets in the case of simple content of comparison). Results of requirement 1 and alternative requirement must be presented during the last tutorial (more information are available in the interactive syllabus). Both seminar works get points (from 0 to 5). Any copying, keeping a record of tests or carrying the tests out, using forbidden aids including any communication devices or any other breach of objectivity of the exam is regarded as a failure to meet the obligations of the subject and as a serious breach of study regulations. As a consequence, the teacher grades the student with "F" and the dean is allowed to initiate a disciplinary action, which might lead to the termination of the studies.

Language of instruction

Czech

Further comments (probably available only in Czech)

Study Materials
The course is taught annually.
Information on course enrolment limitations: kurz se otvírá pouze v případě, pokud je minimální počet registrovaných studentů 10

• Enrolment Statistics (recent)
  
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