International Marketing for Hospitality and Tourism
Studijní plán:
| Předmět | International Marketing for Hospitality and Tourism (IMC) |
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| Garantuje | Katedra cestovního ruchu (KCR) |
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| Garant | Ing. Alice Šedivá Neckářová, Ph.D. ( neckaroa@vspj.cz ) |
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| Jazyk | anglicky |
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| Počet kreditů | 2 |
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| Prezenční studium |
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| Cvičení | 2 h |
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| Kombinované studium |
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| Dotace | Předmět je v kombinované formě studia vyučován formou konzultací. |
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Sylabus
- Content:
1. Introduction of methodology and literature, Introduction to international marketing, definitions and foundations
2. Theoretical approach – marketing schools of international marketing, international strategies and cultural research done.
3. International environment – analysis and challenges of political and legislative differences, economic and cultural (traditional) differences
4. International environment – analysis and challenges of economic, historical and socio-cultural differences, impact of traveling and immigration
5. Research in international environment – obstacles and challenges of different perception of research in different cultures
6. Planning in international markets –perspective of long-term planning and development to enter new international markets
7. International market segmentation
8. Differential positioning in different international markets, International niche marketing
10. Creating international products – unification and branding
11. Pricing for different international markets, Distribution channels in different international markets – cultural and technological influences
12. International promotion and communication – socio-cultural perspectives
Doporučená literatura
- “International Marketing: a Global Perspective”, Hans Muehlebaher, Helmut Leihs, Lee Dahringer (available on Google Books)
International case studies will be provided for class discussion.
- Marketing across cultures - Usunier
Anotace
This intermediate course provides a comprehensive up-to-date theoretical and practical understanding of the differences between, and challenges of, successfully doing business internationally as compared with the domestic market. A basic understanding of business, marketing, and market research concepts, strategies, and tactics, as well as terminology is, therefore, assumed. The framework of the course is built upon marketing principles and applying them in international markets – including multi-cultural environments in different countries. The course includes a review of the international environment in terms of political, economic, socio-cultural and income differences and different buying habits to provide the context for the necessary analysis and decision-making. The course methodology combines studying the theory and practice of international marketing with real-life examples of success and failure in international consumer and business markets.
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