MPH_AMEU Marketing in the EU

Faculty of Economics and Administration
Autumn 2022
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: zk (examination).
Taught in person.
Jessica Omieye Amiesimaka, M.Sc. (seminar tutor)
doc. Ing. Alena Klapalová, Ph.D. (seminar tutor)
Ing. Dušan Mladenović, Ph.D. (seminar tutor)
Ing. Jana Švecová (seminar tutor)
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 of Seminar Groups
MPH_AMEU/01: Tue 8:00–9:50 VT206, except Tue 13. 9., except Tue 1. 11., A. Klapalová, D. Mladenović, J. Švecová
Knowledge of marketing basics and international or global marketing gained during the previous study is necessary for this course.
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 24 student(s).
Current registration and enrolment status: enrolled: 12/24, only registered: 0/24
fields of study / plans the course is directly associated with
Course objectives
The entrepreneurial environment of the European Union is highly competitive and many aspects of entrepreneurship are guided and regulated through common policies set out by the integrated countries. On the other hand even despite the obvious impact of globalization and integration, entrepreneurs come to terms with a range of different national, regional and local specifics that significantly influence entrepreneurial activity. The course focuses on the development of basic marketing skills of prospective managers and employees of companies engaged in the international business environment.
Learning outcomes
At the end of this course, students should be able to understand specifics of marketing within the EU market, be able to apply various techniques of marketing management in the international environment and be aware of the specific use of marketing methods, techniques or tools. These must be adapted to different conditions of individual EU member countries resulting from either cultural differences, different legislation or from other particularities of the environment. Students should understand how to seek opportunities and to spot threats in areas in which they do not appear (not until now) in the home market and to use the results of the environmental analyses to make marketing decisions with regards to the marketing mix applied in European Union markets.
  • The following themes constitute the content of seminar work and they are not the specific themes of the individual lessons. 1. Introduction to the subject of marketing in the EU
  • 2. The EU environment
  • 3. The EU Cultural environment
  • 4. The EU policies
  • 5. Examples of country policies and strategies
  • 7. The EU statistics
  • 8. The EU legislation - examples
  • 9. The EU country legislation - examples
  • 10. International marketing research and content analysis
  • 11. Marketing strategies on the EU market - 1st part
  • 12. Marketing strategies on the EU market - 2nd part
    required literature
  • CHERNEV, Alexander. Strategic marketing management. Eighth edition. USA: Northwestern University, 2014. viii, 274. ISBN 9781936572205. info
  • HOLLENSEN, Svend. Essentials of global marketing. 2nd ed. Harlow: Pearson, 2012. xxxiv, 524. ISBN 9780273756545. 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
  • HOOLEY, G. J. and N. PIERCY. Marketing strategy & competitive positioning. 5th ed. Harlow: Pearson, 2012. 578 pp. ISBN 978-0-273-74093-3. info
  • KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010. xxiii, 725. ISBN 9780470381113. info
  • ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008. xxiv, 710. ISBN 9780203930069. info
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005. xx, 573. ISBN 0273685295. info
  • SOLOMON, Michael R., Gary BAMOSSY and Soren ASKEGAARD. Consumer behaviour : a European perspective. 2nd ed. Harlow: Prentice Hall, 2002. xxiii, 630. ISBN 027365182X. info
    not specified
  • 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 proceeds in a form of seminars and consultations with the active involvement of students. The emphasis is put on the individual work of a group of students (seminar work - project) analyzing the EU country market (or markets) and through the findings from market analysis solving a concrete marketing problem.
Assessment methods
The course finishes with a short test (done in the second half of the semester). Students are required to work on the project during the semester. The quality of the project makes 80% of the assessment, the rest is based on the result of the test (10%) and active participation - case studies solution (10%). If the activity of students is above the average during seminars, no test will be needed. 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
Further Comments
Study Materials
The course is taught annually.
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.
  • Enrolment Statistics (recent)
  • Permalink: