116-0417/02 – International Marketing (MM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Lenka Kauerová, CSc.Subject version guarantordoc. Ing. Lenka Kauerová, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Year2Semesterwinter
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KAU40 doc. Ing. Lenka Kauerová, CSc.
SIW009 Ing. Markéta Zajarošová, Ph.D.
Extent of instruction for forms of study
Form of studyWay 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

Hodnocení znalostí se ověřuje splněním průběžného písemného testu v rámci cvičení, který reflektuje obsah přednášek, dále zpracování seminární práce na vybrané téma a písemnou zkouškou (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 nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 45  25
        Examination Examination 55  30 3
Mandatory attendence participation: Participation is optional, project is obligatory

Show history

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

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (N0413A050014) Economics and Management (S01) Business Administration K Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (N0413A050014) Economics and Management (S01) Business Administration K Czech Ostrava 2 Choice-compulsory type B study plan
2019/2020 (N0413A050014) Economics and Management (S01) Business Administration K Czech Ostrava 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

Předmět neobsahuje žádné hodnocení.