ESF:MPH_IMAR International Marketing - Course Information

MPH_IMAR International Marketing

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

• Business Management (programme ESF, N-PEMA)
• Business Management (Eng.) (programme ESF, N-EKM)

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. Online. 5th ed. Hoboken: John Wiley & Sons, 2010. xxiii, 725. ISBN 9780470381113. [citováno 2024-04-23] info
• HOLLENSEN, Svend. Essentials of global marketing. Online. 1st ed. Harlow: Prentice Hall, 2008. xxviii, 49. ISBN 9780273717843. [citováno 2024-04-23] info
• USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. Online. 4th ed. Harlow: Prentice-Hall, 2005. xx, 573. ISBN 0273685295. [citováno 2024-04-23] info

recommended literature
• LEE, K. and S. CARTER. Global marketing management. Online. 3rd ed. New York: Oxford University Press, 2012. 592 pp. ISBN 978-0-19-960970-3. [citováno 2024-04-23] info
• ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. Online. 5th ed. London: Routledge, 2008. xxiv, 710. ISBN 9780203930069. [citováno 2024-04-23] info
• HOLLENSEN, Svend. Global marketing : a decision-oriented approach. Online. 4th ed. Harlow: Prentice-Hall, 2007. xxxviii, 7. ISBN 9780273706786. [citováno 2024-04-23] info
• DOOLE, Isobel and Robin LOWE. International marketing strategy : analysis, development and implementation. Online. 4th ed. London: Thomson, 2004. xxi, 445. ISBN 1844800253. [citováno 2024-04-23] info
• CHEE, Harold and Rod HARRIS. Global marketing strategy. Online. 1st ed. London: Pitman, 1998. xxi, 711. ISBN 0273623486. [citováno 2024-04-23] 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

• MPH_AMEU Marketing in the EU

Further comments (probably available only in Czech)

Study Materials
The course is taught annually.
Information on course enrolment limitations: pokročilá znalost anglického jazyka

• Enrolment Statistics (Autumn 2019, recent)
  
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