English

Not applicable.

a) Explain the role of marketing in companies, especially in international context
b) Identify appropriate analytical methods for the analysis of international marketing environment
c) Describe the process of internationalization of a given industry, major trends and expected outcomes from this process
d) Critically evaluate the position of their firm within the context of the achieved and expected level of internationalization within its industry
e) Demonstrate the ability to suggest (international) marketing strategy, adequate to the position of a firm in the market and market conditions

The knowledge of basic marketing terms and concepts.

Not applicable.

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

Preparation of a seminar work, its defence and oral examination will be used for student´s assessment.

1. Marketing environment in national, international and global perspective
2. The history and current trends in the process of internationalization (incl. EU)
3. Major approaches to the analysis of the marketing environment in the international scope
4. Marketing mix / extended marketing mix and its use in the international marketing

Not applicable.

a) To enable participants to develop an awareness of the importance of global marketing issues, both from macro- and micro - economic perspective
b) To critically evaluate and apply appropriate methods for analysis of the international marketing environment
c) To enable participants to develop awareness of the specific features of marketing tools, deployed in global market conditions
d) To develop skills of using the theory of international marketing in international context

Assment of written tests and presentation of seminar assignments.

Not applicable.

Not applicable.

De Burca, S. - Brown, L. - Fletcher, R. 2004. International Marketing - An SME Perspective London: FT Prentice Hall. (EN)
Hooley, G. - Saunders, J. - Piercy, Nigel F. 2003. Marketing Strategy and Competitive Positioning, 3rd Edition, London: FT Prentice Hall (EN)
Johnson, G. and Scholes, K., 2002. Exploring corporate strategy: text and cases. 6th ed. (EN)
Keegan, W. - Green, W. 2003. Global Marketing (International Edition) (EN)

Not applicable.