MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2024
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Taught in person.
Teacher(s)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Guaranteed by
Ing. Dušan Mladenović, 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
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of specificities concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well. marketing.The stress is put on cross-cultural issues of marketing management.
Learning outcomes
At the end of this course, students should be able to understand reasons for the adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
Literature
    required literature
  • HOLLENSEN, S. Global marketing. 6th ed. Harlow: Pearson, 2014, 792 pp. ISBN 978-0-273-77316-0. info
  • HOLLENSEN, Svend. Essentials of global marketing. 2nd ed. Harlow: Pearson, 2012, xxxiv, 524. ISBN 9780273756545. info
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
    recommended literature
  • MOOIJ, Marieke de. Global marketing & advertising : understanding cultural paradoxes. 5th edition. Los Angeles: Sage, 2019, xx, 488. ISBN 9781544318134. info
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
    not specified
  • ALON, Ilan. Global Marketing: Contemporary Theory, Practice, and Cases. 2nd ed. Routledge, 2016, 726 pp. ISBN 978-1-138-80787-7. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. Sixth edition. Harlow, England: Pearson, 2013, xviii, 478. ISBN 9780273757733. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice based on a theoretical framework and case studies solving. The stress is put on a deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing management.
Assessment methods
The form of education is a mix of lectures, case studies and seminar works presentations. Students are obliged to work up to two team seminar works and present them during the lectures (based on the concrete information and assignments given by teachers). Each (each person in the team) presentation should last about 20 minutes. Information about the structure of the presentation and topics to choose from will be given during the first lecture. The final exam test contains 30 questions. Assessment: 30% of points for seminar work/country presentation, 30% for the final test, case studies 20% and attendance and participation 20%. Solutions of case studies can improve the final score (+ 1 point for 1 case study). 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 disciplinary action, which might lead to the termination of the studies. The course cannot be completed without meeting the attendance requirement. In the case of a planned internship abroad, students may register for the course in an earlier/later year than when it is recommended in their curriculum. Students will also receive credit for the course if they take a course with similar content and scope in a foreign country. The usual name of the equivalent course at partner universities is International Marketing. Students may consult the course equivalency with the guarantor prior to or within the first 14 days of the semester.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: every week.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2023
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Taught in person.
Teacher(s)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Guaranteed by
Ing. Dušan Mladenović, 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
Tue 10:00–11:50 P303, except Tue 19. 9., except Tue 7. 11.
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 9/50, only registered: 2/50
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of specificities concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well. marketing.The stress is put on cross-cultural issues of marketing management.
Learning outcomes
At the end of this course, students should be able to understand reasons for the adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
Literature
    required literature
  • HOLLENSEN, S. Global marketing. 6th ed. Harlow: Pearson, 2014, 792 pp. ISBN 978-0-273-77316-0. info
  • HOLLENSEN, Svend. Essentials of global marketing. 2nd ed. Harlow: Pearson, 2012, xxxiv, 524. ISBN 9780273756545. info
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
    recommended literature
  • MOOIJ, Marieke de. Global marketing & advertising : understanding cultural paradoxes. 5th edition. Los Angeles: Sage, 2019, xx, 488. ISBN 9781544318134. info
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
    not specified
  • ALON, Ilan. Global Marketing: Contemporary Theory, Practice, and Cases. 2nd ed. Routledge, 2016, 726 pp. ISBN 978-1-138-80787-7. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. Sixth edition. Harlow, England: Pearson, 2013, xviii, 478. ISBN 9780273757733. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice based on a theoretical framework and case studies solving. The stress is put on a deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing management.
Assessment methods
The form of education is a mix of lectures, case studies and seminar works presentations. Students are obliged to work up to two team seminar works and present them during the lectures (based on the concrete information and assignments given by teachers). Each (each person in the team) presentation should last about 20 minutes. Information about the structure of the presentation and topics to choose from will be given during the first lecture. The final exam test contains 30 questions. Assessment: 30% of points for seminar work/country presentation, 30% for the final test, case studies 20% and attendance and participation 20%. Solutions of case studies can improve the final score (+ 1 point for 1 case study). 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 disciplinary action, which might lead to the termination of the studies. The course cannot be completed without meeting the attendance requirement. In the case of a planned internship abroad, students may register for the course in an earlier/later year than when it is recommended in their curriculum. Students will also receive credit for the course if they take a course with similar content and scope in a foreign country. The usual name of the equivalent course at partner universities is International Marketing. Students may consult the course equivalency with the guarantor prior to or within the first 14 days of the semester.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2022
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Taught in person.
Teacher(s)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Olga Prygara, Ph.D. (lecturer)
Guaranteed by
Ing. Dušan Mladenović, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Tue 10:00–11:50 P312, except Tue 13. 9., except Tue 1. 11.
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 18/50, only registered: 0/50
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of specificities concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well. marketing.The stress is put on cross-cultural issues of marketing management.
Learning outcomes
At the end of this course, students should be able to understand reasons for the adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
Literature
    required literature
  • HOLLENSEN, S. Global marketing. 6th ed. Harlow: Pearson, 2014, 792 pp. ISBN 978-0-273-77316-0. info
  • HOLLENSEN, Svend. Essentials of global marketing. 2nd ed. Harlow: Pearson, 2012, xxxiv, 524. ISBN 9780273756545. info
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
    recommended literature
  • MOOIJ, Marieke de. Global marketing & advertising : understanding cultural paradoxes. 5th edition. Los Angeles: Sage, 2019, xx, 488. ISBN 9781544318134. info
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
    not specified
  • ALON, Ilan. Global Marketing: Contemporary Theory, Practice, and Cases. 2nd ed. Routledge, 2016, 726 pp. ISBN 978-1-138-80787-7. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. Sixth edition. Harlow, England: Pearson, 2013, xviii, 478. ISBN 9780273757733. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice based on a theoretical framework and case studies solving. The stress is put on a deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up to two team seminar works and present then during the lectures (based on the concrete information and assignments given by teachers). Each (each person in the team) presentation should last about 20 minutes. Information about the structure of presentation and topics to choose will be given during the first lecture. Final exam test contains 20 questions. Assessment: 50% of points for seminar work, 50% for the final test. Solutions of case studies can improve the final score (+ 1 point for 1 case study). 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 disciplinary action, which might lead to the termination of the studies.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2021
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Taught in person.
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Guaranteed by
Ing. Dušan Mladenović, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Tue 10:00–11:50 P312, except Tue 14. 9., except Tue 2. 11.
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 34 student(s).
Current registration and enrolment status: enrolled: 0/34, only registered: 0/34
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of specificities concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well. marketing.The stress is put on cross-cultural issues of marketing management.
Learning outcomes
At the end of this course, students should be able to understand reasons for the adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
Literature
    required literature
  • HOLLENSEN, S. Global marketing. 6th ed. Harlow: Pearson, 2014, 792 pp. ISBN 978-0-273-77316-0. info
  • HOLLENSEN, Svend. Essentials of global marketing. 2nd ed. Harlow: Pearson, 2012, xxxiv, 524. ISBN 9780273756545. info
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
    recommended literature
  • MOOIJ, Marieke de. Global marketing & advertising : understanding cultural paradoxes. 5th edition. Los Angeles: Sage, 2019, xx, 488. ISBN 9781544318134. info
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
    not specified
  • ALON, Ilan. Global Marketing: Contemporary Theory, Practice, and Cases. 2nd ed. Routledge, 2016, 726 pp. ISBN 978-1-138-80787-7. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. Sixth edition. Harlow, England: Pearson, 2013, xviii, 478. ISBN 9780273757733. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice based on a theoretical framework and case studies solving. The stress is put on a deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up to two team seminar works and present then during the lectures (based on the concrete information and assignments given by teachers). Each (each person in the team) presentation should last about 20 minutes. Information about the structure of presentation and topics to choose will be given during the first lecture. Final exam test contains 20 questions. Assessment: 50% of points for seminar work, 50% for the final test. Solutions of case studies can improve the final score (+ 1 point for 1 case study). 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 disciplinary action, which might lead to the termination of the studies.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2020
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Taught online.
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Ing. Jana Švecová (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Mon 8:00–9:50 P312
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 34 student(s).
Current registration and enrolment status: enrolled: 0/34, only registered: 0/34
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of specificities concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well. marketing.The stress is put on cross-cultural issues of marketing management.
Learning outcomes
At the end of this course, students should be able to understand reasons for the adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
Literature
    required literature
  • HOLLENSEN, S. Global marketing. 6th ed. Harlow: Pearson, 2014, 792 pp. ISBN 978-0-273-77316-0. info
  • HOLLENSEN, Svend. Essentials of global marketing. 2nd ed. Harlow: Pearson, 2012, xxxiv, 524. ISBN 9780273756545. info
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
    recommended literature
  • MOOIJ, Marieke de. Global marketing & advertising : understanding cultural paradoxes. 5th edition. Los Angeles: Sage, 2019, xx, 488. ISBN 9781544318134. info
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
    not specified
  • ALON, Ilan. Global Marketing: Contemporary Theory, Practice, and Cases. 2nd ed. Routledge, 2016, 726 pp. ISBN 978-1-138-80787-7. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. Sixth edition. Harlow, England: Pearson, 2013, xviii, 478. ISBN 9780273757733. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice based on a theoretical framework and case studies solving. The stress is put on a deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up to two team seminar works and present then during the lectures (based on the concrete information and assignments given by teachers). Each (each person in the team) presentation should last about 20 minutes. Information about the structure of presentation and topics to choose will be given during the first lecture. Final exam test contains 20 questions. Assessment: 50% of points for seminar work, 50% for the final test. Solutions of case studies can improve the final score (+ 1 point for 1 case study). 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 disciplinary action, which might lead to the termination of the studies.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2019
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Ing. Jana Švecová (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Mon 8:00–9:50 P312
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 34 student(s).
Current registration and enrolment status: enrolled: 0/34, only registered: 0/34
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of specificities concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well. marketing.The stress is put on cross-cultural issues of marketing management.
Learning outcomes
At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
  • 13. International fairs and exhibitions.
Literature
    required literature
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
  • 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
    recommended literature
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice and theoretical knowledge with the utilization of case studies and scientific papers and theoretical materials.The stress is put on the deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing. management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one team seminar work in a group of two to four (according to instructions of lecturer) and present it during the lectures. Each (each person in the team)presentation should last about 20 minutes. Information about the structure of presentation and topics to choose will be given during the first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 50% for the final test. Solutions of case studies can improve final score (+ 1 point for 1 case study). 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
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2018
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Thu 16:00–17:50 VT204
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 34 student(s).
Current registration and enrolment status: enrolled: 0/34, only registered: 0/34
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of specificities concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well. marketing.The stress is put on cross-cultural issues of marketing management.
Learning outcomes
At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
  • 13. International fairs and exhibitions.
Literature
    required literature
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
  • 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
    recommended literature
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice and theoretical knowledge with the utilization of case studies and scientific papers and theoretical materials.The stress is put on the deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing. management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one team seminar work in a group of two to four (according to instructions of lecturer) and present it during the lectures. Each (each person in the team)presentation should last about 20 minutes. Information about the structure of presentation and topics to choose will be given during the first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 50% for the final test. Solutions of case studies can improve final score (+ 1 point for 1 case study). 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
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2017
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Anida Krajina, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Mon 7:40–9:15 VT204
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of specificities concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well. marketing.The stress is put on cross-cultural issues of marketing management.
Learning outcomes
At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
  • 13. International fairs and exhibitions.
Literature
    required literature
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
  • 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
    recommended literature
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice and theoretical knowledge with the utilization of case studies and scientific papers and theoretical materials.The stress is put on the deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing. management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one team seminar work in a group of two to four (according to instructions of lecturer) and present it during the lectures. Each (each person in the team)presentation should last about 20 minutes. Information about the structure of presentation and topics to choose will be given during the first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 50% for the final test. Solutions of case studies can improve final score (+ 1 point for 1 case study). 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
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2016
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Anida Krajina, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Mon 9:20–11:00 VT105
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
Main objective of the course is to present the specificities of marketing management in nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.The stress is put on cross-cultural issues of marketing management.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
  • 13. International fairs and exhibitions.
Literature
    required literature
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
  • 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
    recommended literature
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice and theoretical knowledge with the utilisation of case studies and scientific papers and theoretical materials.The stress is put on deeper understanding of relevant aspects of environmental factors and cross-cultural issues on marketing management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one team seminar work in a group of two to four (according instructions of lecturer) and present it during the lectures. Each (each person in the team)presentation should last about 20 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 50% for final test. Solutions of case studies can improve final score (+ 1 point for 1 case study). 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
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

logo image
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2015
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Anida Krajina, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Mon 18:00–19:35 VT204
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
Main objective of the course is to present the specificities of marketing management in nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.The stress is put on cross-cultural issues of marketing management.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
  • 13. International fairs and exhibitions.
Literature
    required literature
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
  • 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
    recommended literature
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice and theoretical knowledge with the utilisation of case studies and scientific papers and theoretical materials.The stress is put on deeper understanding of relevant aspects of environmental factors and cross-cultural issues on marketing management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one team seminar work in a group of two to four (according instructions of lecturer) and present it during the lectures. Each (each person in the team)presentation should last about 20 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 12% for acitvity during the lectures, 50% for final test. 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
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

logo image
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2014
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Anida Krajina, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Ing. Bc. Bohdana Čechová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Mon 18:00–19:35 VT204
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
Main objective of the course is to present the specificities of marketing management in nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.The stress is put on cross-cultural issues of marketing management.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
  • 13. International fairs and exhibitions.
Literature
    required literature
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
  • 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
    recommended literature
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice and theoretical knowledge with the utilisation of case studies and scientific papers and theoretical materials.The stress is put on deeper understanding of relevant aspects of environmental factors and cross-cultural issues on marketing management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one team seminar work in a group of two to four (according instructions of lecturer) and present it during the lectures. Each (each person in the team)presentation should last about 20 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 12% for acitvity during the lectures, 50% for final test. 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
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

logo image
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2013
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
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: Ing. Bc. Bohdana Čechová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Thu 12:50–14:30 VT105
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
Main objective of the course is to present the specificities of marketing management in nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
  • 13. International fairs and exhibitions.
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
    recommended literature
  • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 pp. ISBN 978-0-19-960970-3. info
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice and theoretical knowledge with the utilisation of case studies and scientific papers and theoretical materials.The stress is put on deeper understanding of relevant aspects of environmental factors on marketing management.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one team seminar work in a group of two to four (according instructions of lecturer) and present it during the lectures. Each (each person in the team)presentation should last about 20 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 12% for acitvity during the lectures, 50% for final test. 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
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

logo image
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2012
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
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: Ing. Bc. Bohdana Čechová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Mon 18:00–19:35 P102
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 34 student(s).
Current registration and enrolment status: enrolled: 0/34, only registered: 0/34
Course objectives
Main objective of the course is to present the specificities of marketing management in nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and interantional marketing
  • 5. International market selection and segmentation
  • 6. International marketing research
  • 7. Market entry strategies – introduction
  • 8. Modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International Placement
  • 12. International marketing communication
  • 13. Organization of international marketing activities.
Literature
    recommended literature
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete exapmles from international marketing practice and case studies.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one seminar work in a group of two and present it during the lectures. Each presentation should last about 20 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 12% for acitvity during the lectures, 50% for final test. 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
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2011
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
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: Mgr. Jana Nesvadbová
Timetable
Wed 7:40–9:15 P201
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 30 student(s).
Current registration and enrolment status: enrolled: 0/30, only registered: 0/30
fields of study / plans the course is directly associated with
Course objectives
Main objective of the course is to present the specificities of marketing management in nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and interantional marketing
  • 5. International market selection and segmentation
  • 6. International marketing research
  • 7. Market entry strategies – introduction
  • 8. Modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International Placement
  • 12. International marketing communication
  • 13. Organization of international marketing activities.
Literature
    recommended literature
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete exapmles from international marketing practice and case studies.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one seminar work in a group of two and present it during the lectures. Each presentation should last about 20 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 12% for acitvity during the lectures, 50% for final test.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International marketing

Faculty of Economics and Administration
Autumn 2010
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
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: Mgr. Jana Nesvadbová
Timetable
Wed 7:40–9:15 P201
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 25 student(s).
Current registration and enrolment status: enrolled: 0/25, only registered: 0/25
fields of study / plans the course is directly associated with
Course objectives
Main objective of the course is to present the specificities of marketing management in nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and interantional marketing
  • 5. International market selection and segmentation
  • 6. International marketing research
  • 7. Market entry strategies – introduction
  • 8. Modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International Placement
  • 12. International marketing communication
  • 13. Organization of international marketing activities.
Literature
    recommended literature
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Teaching methods
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete exapmles from international marketing practice and case studies.
Assessment methods
The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one seminar work in a group of two and present it during the lectures. Each presentation should last about 20 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 12% for acitvity during the lectures, 50% for final test.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2009, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.

MPH_IMAR International Marketing

Faculty of Economics and Administration
Autumn 2009
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
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: Mgr. Jana Nesvadbová
Timetable
Tue 7:40–9:15 VT203
Prerequisites
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.)
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 25 student(s).
Current registration and enrolment status: enrolled: 0/25, only registered: 0/25, only registered with preference (fields directly associated with the programme): 0/25
fields of study / plans the course is directly associated with
Course objectives
Main objective of the course is to present the students specificiites of marketing management in nowdays global economyThe course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specficities compared to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well.At the end of this course students should be able to understand reasons for adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Syllabus
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and interantional marketing
  • 5. International market selection and segmentation
  • 6. International marketing research
  • 7. Market entry strategies – introduction
  • 8. Modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International Placement
  • 12. International marketing communication
  • 13. Organization of international marketing activities.
Literature
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold and Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Assessment methods
The course is primary intended for foreign students. This is the reason of the lecturing in English only. The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one seminar work in a group of two and present it during the lectures. Each presentation should last 30 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 12% for acitvity during the lectures, 50% for final test.
Language of instruction
English
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka
The course is also listed under the following terms Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.