ESF:MPH_MAEU Marketing in the EU - Course Information

MPH_MAEU Marketing in the EU

Extent and Intensity

0/2. 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 of Seminar Groups

MPH_MAEU/01: Wed 12:50–14:30 VT206, A. Klapalová
MPH_MAEU/02: Wed 8:30–10:05 VT203, A. Klapalová
MPH_MAEU/03: Wed 14:35–16:15 VT105, A. Klapalová
MPH_MAEU/04: Wed 16:20–17:55 VT105, A. Klapalová

Prerequisites (in Czech)

! PHMAEU Marketing in the EU

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The entrepreneurial environment of the European Union is highly competitive and many aspects of entrepreneurship are guided and regulated through common policies set out by the integrated countries. On the other hand even despite the obvious impact of globalization and integration, entrepreneurs come to terms with a range of different national, regional and local specifics that significantly influence entrepreneurial activity. The course focuses on development of basic marketing skills of prospective managers and employees of companies engaged in international business environment.
At the end of this course, students should be able to understand specifics of marketing within the EU market, be able to apply various techniques of marketing management in the international environment and be aware of the specific use of marketing methods, techniques or tools. These must be adapted to different conditions of individual EU member countries resulting from either cultural differences, different legislation or from other particularities of the environment. He or she should understand how to seek opportunities and to spot threats in areas in which they do not appear (not until now) in the home market and to use the results of the environmental analyses to make marketing decisions with regards to the marketing mix applied in European Union markets.

Syllabus

• 1. Introduction to the subject of 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 on the EU market
• 6. International marketing research and MIS
• 7. Marketing strategies on the EU market
• 8. Segmentation and positioning on the EU market
• 9. Marketing 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
• 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

not specified
• ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
• MACHKOVÁ, Hana. Mezinárodní marketing. 2., rozš. a přeprac. vyd. Praha: Grada, 2006, 205 s. ISBN 802471678X. info
• BRADLEY, Frank. International marketing strategy. 5th ed. Harlow: Prentice-Hall, 2005, xxvii, 408. ISBN 0273686887. info
• USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
• SVĚTLÍK, Jaroslav. Marketing pro evropský trh. 1. vyd. Praha: Grada, 2003, 272 s. ISBN 8024704226. info

Teaching methods

The course proceeds in a form of lectures with the active involvement of students in the form of discussions and case studies solving as well as in the form of group project and its presentation.

Assessment methods

Seminars are held weekly during the semester. The course finishes with a test at the end of the semester. Students are required to present one seminar work in the second half of the semester to complete the course successfully.

Language of instruction

Czech

Further comments (probably available only in Czech)

Study Materials
The course is taught annually.
General note: Nezapisují si studenti, kteří absolvovali předmět PHMAEU.

• Enrolment Statistics (Spring 2010, recent)
  
• Permalink: https://is.muni.cz/course/econ/spring2010/MPH_MAEU