116-0317/02 – International Marketing (MM)

Gurantor departmentDepartment of Marketing and BusinessCredits3
Subject guarantordoc. Ing. Lenka Kauerová, CSc.Subject version guarantordoc. Ing. Lenka Kauerová, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Study languageCzech
Year of introduction2004/2005Year of cancellation2010/2011
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KAU40 doc. Ing. Lenka Kauerová, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+1

Subject aims expressed by acquired skills and competences

1. Formulate the specifics of the international marketing surrounding 2. categorize the forms of entries to the international market 3. Consecrate the these of international markets segmentation 4. Evaluate the marketing approaches to adaptation of marketing mix for the international markets 5. Review the possibilities of the marketing activities organization in relation to the international market.

Teaching methods



The course explores specificity of international marketing environment based On the knowledge of general principles of marketing so that the international marketing goals and tactics of a firm could be defined. And in compliance with definition to decide on market penetration abroad and adjusting the marketing mix to the final market. Students will be gradually acquainted with the ways of reaching foreign markets and particular stages of trade transactions.

Compulsory literature:

Hill, Charles, W.L.: International Business. Mc Craw Hill/Irwin, New York 2011. ISBN 978-0-07-122083-5 Muhlbacher, H., Leihs, H.: International Marketing A Global Perspective. Thomson Learning 2006, ISBN 1-84480-132-2 CZINKOTA, Michael R. and Ilkka A. RONKAINEN. International Marketing. 10th ed. Boston: Cengage Learning, 2013. 720 p. ISBN 978-1-133-62751-7. GILLESPIE, Kate and H. David HENNESSEY. Global Marketing. 4th ed. New York: Routledge, 2016. 559 p. ISBN 978-0-7656-4295. KEEGAN, Warren J. and Mark C. GREEN. Global Marketing. 9th ed. Harlow: Pearson Education Limited, 2016. 624 p. ISBN 978-0134129945.

Recommended literature:

KOTLER, Philipe. Marketing Management. Praha: Grada Publishing, 2013. 816 s. ISBN 978-80-247-4150-5. HILL, Charles W. L. and G. Tomas M. HULT. International Business: Competing in the Global Marketplace. 11th ed. New York: McGraw-Hill Education, 2016. 704 p. ISBN 978-1259578113. O'GUINN, Thomas et al. Advertising and Integrated Brand Promotion. 7th ed. Stamford: Cengage Learning, 2014. 432 p. ISBN 978-1285187815. USUNIER, Jean-Claude and Julie Anne LEE. Marketing Across Cultures. 6th ed. Harlow: Pearson Education Limited, 2013. 496 p. ISBN 978-0273757733. Cateora, R. Philip,John L.: International Marketing. McCraw Hill/Irwin 2011 15th edition. ISBN 9780073529943

Way of continuous check of knowledge in the course of semester

Writen Test


Other requirements


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

Introduction to Marketing The International Enviroment The Marketing Research The Product Policy Distriobution International Promotion pricing in International Marketing international Marketing Planning Organization and Control of International Marketing

Conditions for subject completion

Full-time form (validity from: 1960/1961 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 45 (45) 0
                Laboratory work Laboratory work 25  0
                Other task type Other task type 20  0
        Examination Examination 55 (55) 0
                Written examination Written examination 55  0
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2008/2009 (M6209) Systems Engineering and Informatics (6209T025) System Engineering and Informatics P Czech Ostrava 5 Choice-compulsory study plan
2007/2008 (M6209) Systems Engineering and Informatics (6209T025) System Engineering and Informatics P Czech Ostrava 5 Choice-compulsory study plan
2005/2006 (N6208) Economics and Management (6208T020) Business Economics (00) Business Economics P Czech Ostrava 1 Choice-compulsory study plan
2004/2005 (N6208) Economics and Management (6208T020) Business Economics (00) Business Economics P Czech Ostrava 1 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner