ESF:MPH_IMAR International Marketing - Course Information
MPH_IMAR International Marketing
Faculty of Economics and AdministrationAutumn 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
- Business Management (programme ESF, N-PEMA)
- Business Management (Eng.) (programme ESF, N-EKM)
- Business Management (programme ESF, N-PEM)
- Regional Development and Tourism (programme ESF, N-RDTA)
- 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
- 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
- Enrolment Statistics (Autumn 2024, recent)
- Permalink: https://is.muni.cz/course/econ/autumn2024/MPH_IMAR