International Marketing

Studijní plán:

PředmětInternational Marketing (MEMa-1)
GarantujeKatedra ekonomických studií (KES)
GarantIng. Marie Slabá, Ph.D.
Jazykanglicky
Počet kreditů2
Prezenční studium
Cvičení2 h
Kombinované studium
DotacePředmět je v kombinované formě studia vyučován formou konzultací.
Studijní plán Typ Sem. Kred. Ukon.
V 2 kr. ZA
Erasmus - Cestovní ruch - příjezd na krátkodobý studijní pobyt PV 2 kr. KZ
Erasmus - Finance a řízení - příjezd na krátkodobý studijní pobyt PV 2 kr. KZ
Erasmus - Finance a řízení - příjezd na krátkodobý studijní pobyt PV 2 kr. KZ

Sylabus

  • Syllabus of the course:
  • 1. Introduction to Marketing
  • 2. Introduction to International Marketing
  • 3. Basic Concepts of International Marketing
  • 4. International Marketing Environment
  • 5. Segmentation in International Marketing
  • 6. Brands in International Markets
  • 6. Standardisation and Adaptation of the Marketing Mix in International Markets
  • 7. Marketing Mix in International Markets – Product
  • 8. Marketing Mix in International Markets – Promotion
  • 10. Marketing Mix in International Markets – Distribution in International Markets
  • 11. Marketing Mix in International Markets – Price in International Markets
  • 12. Intercultural Communication
  • 13. Risks in International Marketing
  • 14. International Marketing Research

Doporučená literatura

  • Compulsory:
  • Student support in LMS Moodle
  • ALBAUM, G. and E. DUERR. (2011). International marketing and export management. 7th edition. Harlow: Pearson Education Limited. ISBN: 978-0-273-74388-0
  • CATEORA, P. R., GILLY, M. C. and J. L. GRAHAM (2011). International Marketing. Fifteenth edition. New York: McGraw-Hill/Irwin. ISBN 978-0-07-352994-3
  • KRÁL, P. et al. (2016). International marketing. Theory, practices and new trends. Second revised edition. Praha: Oeconomica. ISBN 978-80-245-2152-7
  • MACHKOVÁ, H. et al. (2010). International marketing. Theory, practices and new trends. Praha: Oeconomica. ISBN 978-80-245-1643-1
  • Recommended:
  • KOTLER, P. and K. L. KELLER. (2012). Marketing management. 14th. New Jersey: Pearson. ISBN 978-0-13-210292-6.
  • KOTLER, P. and G. ARMSTRONG. (2014). Principles of marketing. 15th global ed. Harlow: Pearson. ISBN 978-0-273-78699-3

Anotace

The course aims to familiarise students with basic knowledge and concepts of



  • international marketing,

  • elements of the international marketing environment,

  • basic segmentation criteria of international markets,

  • basic tools of the international marketing mix,

  • standardisation and adaptation of the international marketing mix,

  • the position of brands in international markets,

  • the basis of intercultural communication and international marketing research.


Seminars are dedicated not only to the interpretation of basic terms (international marketing mix, international marketing research, brands, intercultural communication standardisation and adaptation, segmentation, etc.) but also to the practice of individual topics on specific practical examples and elaboration and presentation of seminar work.


 


Knowledge: Students are able to define the basis of international marketing and the essence of marketing segmentation, and to perform simple international marketing research. Students can apply basic principles of marketing , standardisation and adaptation on international markets.


 


Skills: Students can analyse and apply the elements of international marketing and promotion. Students can segment the international markets and apply standardisation and adaptation on different international markets and the marketing mix.


 


General competencies: Students are able to work in a team as well as to work and to make decisions on their own. Students are able to coordinate their activities with other team members, to be responsible for the outcome of their work, to create and interpret their opinion in a clear and convincing way, to present the results of their work (seminar paper).

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