116-0517/02 – International Marketing (IM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Markéta Zajarošová, Ph.D.Subject version guarantordoc. Ing. Lenka Kauerová, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year2Semesterwinter
Study languageEnglish
Year of introduction2012/2013Year of cancellation2020/2021
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
CVA01 Ing. Miloslav Cváček, Ph.D.
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
Full-time Credit and Examination 2+1

Subject aims expressed by acquired skills and competences

1. Formulate specifics of international marketing environment. 2. Categorize forms of entering to the international market. 3. Explain the principles of international marketing segmentation. 4. Assess marketing approaches to adapt the marketing mix for international market. 5. Assess options marketing activities organizing in relation to the international market.

Teaching methods

Lectures
Tutorials

Summary

The course explain the importance of international marketing, its role in the global market, explain concepts and marketing tools toward individual territories and the global market, introduce the students to the specifics of the international environment, the determinants and risks of international business.

Compulsory literature:

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. New York: Pearson Education Limited, 2016. 624 p. ISBN 978-0134129945.

Recommended literature:

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.

Way of continuous check of knowledge in the course of semester

E-learning

Other requirements

Presentation of semester project.

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

Full-time form (validity from: 2012/2013 Winter semester, validity until: 2014/2015 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 45  30
        Examination Examination 55  21 3
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2014/2015 (N6202) Economic Policy and Administration (6202T010) Finance (01) Finance P Czech Ostrava 2 Choice-compulsory study plan
2013/2014 (N6202) Economic Policy and Administration (6202T010) Finance (01) Finance P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

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