116-0417/01 – International Marketing (MM)

Gurantor department	Department of Marketing and Business	Credits	5
Subject guarantor	doc. Ing. Lenka Kauerová, CSc.	Subject version guarantor	doc. Ing. Lenka Kauerová, CSc.
Study level	undergraduate or graduate	Requirement	Compulsory
Year	2	Semester	winter
		Study language	Czech
Year of introduction	2019/2020	Year of cancellation
Intended for the faculties	EKF	Intended for study types	Follow-up Master

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
KAU40	doc. Ing. Lenka Kauerová, CSc.
SIW009	Ing. Markéta Zajarošová, Ph.D.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Part-time	Credit and Examination	6+6

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

Lectures

Summary

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

Zápočet - hodnocení znalostí se ověřuje splněním průběžného písemného testu v rámci cvičení, který reflektuje obsah přednášek, dále zpracování seminární práce na vybrané téma. Zkouška - písemná zkouška (otázky k teorii a aplikační otázka - case study).

E-learning

Other requirements

Credit test, seminar paper, exam.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

Introduction to IM The International Environment The Economic Environment The Culture Environment The Product Policy Distribution The International Promotion Pricing Policy The Planning Process Organization and Control in IM

Conditions for subject completion

Part-time form (validity from: 2018/2019 Winter semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Credit and Examination	Credit and Examination	100 (100)	51
Credit	Credit	45	25
Examination	Examination	55	30	3

Valid from	Valid until	Mandatory attendence participation
Apr 30, 2019 12:44:25 PM	Nov 28, 2023 9:21:08 AM	Exam

Mandatory attendence participation: Participation is optional, project is obligatory

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Conditions for subject completion and attendance at the exercises within ISP: Participation is optional, project is obligatory

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Occurrence in study plans

Academic year	Programme	Branch/spec.	Form	Study language	Tut. centre	Year	Type of duty
2023/2024	(N0311A050012) Applied economics	(S01) International Economic Relations	K	Czech	Ostrava	2	Compulsory	study plan
2022/2023	(N0311A050012) Applied economics	(S01) International Economic Relations	K	Czech	Ostrava	2	Compulsory	study plan
2021/2022	(N0311A050012) Applied economics	(S01) International Economic Relations	K	Czech	Ostrava	2	Compulsory	study plan
2020/2021	(N0311A050012) Applied economics	(S01) International Economic Relations	K	Czech	Ostrava	2	Compulsory	study plan
2019/2020	(N0311A050012) Applied economics	(S01) International Economic Relations	K	Czech	Ostrava	2	Compulsory	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

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