116-0517/04 – International Marketing (IM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Markéta Zajarošová, Ph.D.Subject version guarantorIng. Markéta Zajarošová, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Study languageEnglish
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
LUZ0013 Ing. Petr Lůžek
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+2

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



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


Other requirements

Knowledge assessment is verified by passing a written written test within the seminars, which reflects the content of the lectures, elaboration of the seminar paper on selected topic and written exam (theoretical questions and application question case study).


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. The principles of international marketing and its specifics, definitions, motives of internationalization, stages of international business development. 2. The process of selecting a foreign market, the analytical level of decision making, evaluating market opportunities, screening process, market conditions and their evaluation, competitiveness, analysis of purchasing behavior, identifying similarities and differences. 3. International marketing environment, dimensions of international environment, main subjects of international relations, transnational corporations. 4. Economic environment and its main aspects, principles of economic environment, economic system and structure, criteria for analysis, determinants of economic environment. 5. Legal and political environment, legal aspects of entry, legal systems, legal environment analysis, political risk, political sovereignty, political system, government stability, domestication, expression, political risk and development analysis. 6. International cultural environment, cultural elements, influence of culture on consumer preferences, religion, language, symbols, culture measurement, examples of cultural customs of individual countries, social groups, lifestyle, Warner stratification. 7. Strategy of entering in the international market, strategic level of decision making, types of international strategies, examples from practice, forms of entry to international markets, classification of these forms, degree of risk and examples from practice. 8. Market research in international marketing, importance, evaluation study, research methodology, research holders, ethics of marketing research, application of research results, specifics and problems in research implementation. 9. International product strategy, analytical dimension of decision making, types of strategy and their choice, sources of innovation, new product introduction, brand management, global products. 10. Price in international marketing, indicators of price development, internal environment of the company, factors of sensitivity, management dimension, goals of pricing policy, determination of demand, decision-making dimensions and choice of pricing strategy. 11. International distribution channels, structure of international distribution channel, selection factors, types of participants, distribution strategies, development trends and examples from practice, logistic decision making and its content. 12. International communication process, restrictions in international environment, barriers, international communication mix and its elements, new trends in communication, online communication, strategy creation. 13. International marketing in services, international trade, services, global media, transport, accommodation and professional services, the problem of customization and globalization in services. 14. Managing level of decision making in international marketing, organizational structure formation, external and internal factors, organization, marketing plan and control.

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 45  25
        Examination Examination 55  26
Mandatory attendence parzicipation: Without compulsory participation.

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Occurrence in study plans

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2022/2023 (N0311A050013) Applied Economics (S02) International Economic Relations P English Ostrava 2 Compulsory study plan
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2021/2022 (N0311A050013) Applied Economics (S02) International Economic Relations P English Ostrava 2 Compulsory study plan
2021/2022 (N0412A050005) Finance P English Ostrava 2 Choice-compulsory type B study plan
2020/2021 (N0311A050013) Applied Economics (S02) International Economic Relations P English Ostrava 2 Compulsory study plan
2020/2021 (N0412A050005) Finance P English Ostrava 2 Choice-compulsory type B study plan
2019/2020 (N0311A050013) Applied Economics (S02) International Economic Relations P English Ostrava 2 Compulsory study plan
2019/2020 (N0412A050005) Finance P English Ostrava 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner