Course detail

International Marketing

FP-mmPAcad. year: 2019/2020

Course is focused on accumulation of theoretical knowledge, understanding and "best practices" utilization in international business context, with special focus on B-2-B and technology markets. Special attention is being paid to the preparation of marketing plan of international markets penetration as well as "best practices" through practical business examples and case-studies related.


Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

Having passed the course, the student should be ready for critical analysis of available analytical methods and procedures of international marketing environment, for considered selection of the most appropriate marketing tools for creation and realization of foreign market entry strategy.

Prerequisites

For successful passing the course, the understanding of marketing concept principles and knowledge of basic marketing terms and tools are required.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The teaching process is based both on lectures and seminars.
Lectures are focused on the presentation of theoretical concepts, the appropriate methodology for market entry plan and its execution on international markets will be discussed.
Seminars will be based on consultations and presentations of team projects. At the final stage of semester, the comprehensive team project will be presented and assessed.

Assesment methods and criteria linked to learning outcomes

The evaluation will consist of assessment of the processing and presentation of team project - the foreign market entry plan and written test, aimed at assessment of understanding international marketing methods and principles.
The course grading is as follows:
- active participation at lectures (10%)
- team project and its presentation (40%)
- written exam (50%)


Course curriculum

1. Introduction, course overview, team project specification
2. Strategic marketing position analysis in international environment – external factors
3. Strategic marketing position analysis in international environment – internal factors
4. Product in a mean of added value for customers in international context
5. Marketing research basics and its use in international marketing
6. Market segmentation, targeting and positioning in international environment
7. Pricing in international business
8. Distribution channels in international business
9. Marketing communication internationally – traditional forms
10. Marketing communication internationally – online and digital channels
11. Customer Relationship Management and Relationship marketing in international environment
12. Future trends in international marketing
13. Project presentations, summary and feedback

Work placements

Not applicable.

Aims

The aim of this course is to provide to students a wide spectrum of information on current trends in marketing utilization in international business conditions, as well as a chance to critically analyse of principles, used in international marketing.

Specification of controlled education, way of implementation and compensation for absences

Not applicable.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

JAKUBÍKOVÁ, D. Strategický marketing: Strategie a trendy. Praha: Grada, 2008. Expert (Grada). ISBN 978-80-247-2690-8.
MACHKOVÁ, H. Mezinárodní marketing: [strategické trendy a příklady z praxe]. 4. vyd. Praha: Grada, 2015. Expert (Grada). ISBN 978-80-247-5366-9.

Recommended reading

BRADY, D. L. Essentials of international marketing. Armonk, N.Y.: M.E. Sharpe, c2011. ISBN 978-0-7656-2475-
JEFFREY, E. C. A short course in international marketing approaching and penetrating the global marketplace. 3rd ed. Petaluma, CA: World Trade Press, 2009. ISBN 978-160-7800-071.
KEEGAN, W. J. a M. C. GREEN. Global marketing. 3rd ed. Upper Saddle River, N.J.: Prentice Hall, c2003. ISBN 978-0130669988.
KIRPALANI, V. H., L. GARBARSKI a E. KAYNAK. Successfully doing business/marketing in Eastern Europe. New York: Routledge, 2009. Routledge studies in international business and the world economy, 46. ISBN 978-0-7890-3272-0. (CS)
KOTLER, Philip. a Kevin Lane KELLER. Marketing management. 14th [ed.]. Upper Saddle River, N.J.: Prentice Hall, 2012. ISBN 978-0132102926. (CS)
SVĚTLÍK, Jaroslav. Marketing pro evropský trh. Praha: Grada, 2003. Manažer. ISBN 80-247-0422-6. (CS)

Classification of course in study plans

  • Programme MGR-MEO Master's 1 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

1. Úvod a základní informace k předmětu, zadání týmových projektů.
2. Strategické marketingové tržní analýzy v mezinárodním kontextu – externí faktory.
3. Strategické marketingové tržní analýzy v mezinárodním kontextu – interní faktory.
4. Produkt jako přidaná hodnota pro zákazníka, portfolio analýzy v mezinárodním kontextu.
5. Základy marketingového výzkumu a jeho využití v mezinárodním marketingu.
6. Tržní segmentace v mezinárodním kontextu, targeting a positioning.
7. Tvorba ceny v mezinárodním prostředí.
8. Distribuce a jejich formy v mezinárodním prostředí.
9. Marketingová komunikace v mezinárodním prostředí – tradiční formy.
10. Marketingová komunikace v mezinárodním prostředí – online a digitální kanály.
11. Customer Relationship Management a vztahový marketing v mezinárodním prostředí.
12. Přehled alternativních strategických přístupů v mezinárodním marketingu.
13. Trendy budoucího vývoje a nové přístupy v oblasti mezinárodního marketingu.

V rámci přednášek je představena vhodná metodika pro tvorbu marketingových plánů pro vstup a působení na zahraničních trzích v mezinárodním marketingu.

Exercise

13 hod., compulsory

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

Cvičení jsou postavena na konzultacích a dílčích prezentacích týmových projektů. Na závěr semestru je prezentován a ohodnocen kompletní zpracovaný týmový projekt marketingového plánu vstupu na zvolený zahraniční trh.