MPH_IMAR International Marketing

Ekonomicko-správní fakulta
podzim 2011
Rozsah
2/0. 5 kr. Ukončení: zk.
Vyučující
doc. Ing. Alena Klapalová, Ph.D. (přednášející)
Garance
doc. Ing. Alena Klapalová, Ph.D.
Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Kontaktní osoba: Mgr. Jana Nesvadbová
Rozvrh
St 7:40–9:15 P201
Předpoklady
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.
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 30 stud.
Momentální stav registrace a zápisu: zapsáno: 0/30, pouze zareg.: 0/30
Jiné omezení: pokročilá znalost anglického jazyka
Mateřské obory/plány
Cíle předmětu
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.
Osnova
  • 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. 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.
Literatura
    doporučená literatura
  • ONKVISIT, Sak a 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 a Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
  • DOOLE, Isobel a Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold a Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Výukové metody
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.
Metody hodnocení
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.
Vyučovací jazyk
Angličtina
Navazující předměty
Další komentáře
Předmět je vyučován každoročně.
Předmět je zařazen také v obdobích podzim 2009, podzim 2010, podzim 2012, podzim 2013, podzim 2014, podzim 2015, podzim 2016, podzim 2017, podzim 2018, podzim 2019, podzim 2020, podzim 2021, podzim 2022, podzim 2023, podzim 2024.