PHMAEU Marketing in the EU

Faculty of Economics and Administration
Spring 2009
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
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
PHMAEU/1: Wed 12:50–14:30 VT206, A. Klapalová
PHMAEU/2: Wed 8:30–10:05 VT203, A. Klapalová
PHMAEU/3: Wed 14:35–16:15 VT105, A. Klapalová
PHMAEU/5: Wed 16:20–17:55 VT105, A. Klapalová
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 70 student(s).
Current registration and enrolment status: enrolled: 0/70, only registered: 0/70, only registered with preference (fields directly associated with the programme): 0/70
fields of study / plans the course is directly associated with
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
  • 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
  • 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
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
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2008.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/spring2009/PHMAEU