Course detail
International Marketing
FP-EimPAcad. year: 2023/2024
The student will develop knowledge in the field of marketing with a focus on international business environment. It will be mainly about knowing the hidden needs of the customer and the way of decision-making, factors influencing his purchasing behavior. Within the lectures is presented suitable methodology for creating marketing plans for entry and operation on foreign markets in international marketing. Topics lectures are as follows:
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
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Entry knowledge
Rules for evaluation and completion of the course
Evaluation of the team project report (25 pts) is following:
Brief market report – its complexity and good understanding the local environment (6pts)
Well analysed and interpreted actual company position (6pts)
Appropriate and justified recommendations (7pts)
Format, writing style and referencing (3pts)
invention and attractiveness of the approach to recommendations (3pts)
Evaluation criteria for presentation of the project (10 pts)
Body language (3 pts)
Presentation skills (4 pts)
Reasoning (3 pts)
Exam evaluation (55 pts):
First part is 50 minutes written exam based on case study followed by individual discussion on written exam topic and feedback to the proposed solutions.
Students might use any literature and other tools including computers, Internet etc. to simulate real task in real business. Evaluation of the assessment will be primarily based on prove of the systematic
- engineering – creative – innovative approach to the case solution.
Assessment of written tests and presentation of seminar assignments.
Aims
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
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
Study aids
Prerequisites and corequisites
Basic literature
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)
Recommended reading
Classification of course in study plans
- Programme MGR-EBF Master's 1 year of study, winter semester, compulsory
Type of course unit
Lecture
Teacher / Lecturer
Syllabus