Course: International Marketing

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Course title International Marketing
Course code KOD/KMM
Organizational form of instruction Lecture
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory
Form of instruction unspecified
Work placements unspecified
Recommended optional programme components None
Lecturer(s)
  • Tichá Lucie, Ing. Ph.D.
Course content
Lectures: 1) Definition of international marketing, concepts of international marketing, concepts of export, international marketing management (intercultural marketing), global marketing, and the specifics of international marketing; 2) The international environment and its influence on international business (PEST Analysis);International marketing research ? methods of conducting international marketing research, development and management of marketing research; 3) Forms of international market entry ? export and import activities (trade methods), market entry methods requiring low capital investment (licensing, franchising?), capital-intensive entrance into foreign markets; factors that influence decisions about the entry options for international markets; 4) Segmentation of international markets ? segmentation strategies, criteria for segmenting of the consumer goods markets, segmentation strategies in industrial markets; selection of target markets; positioning in the international environment;

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
  • Preparation for classes - 34 hours per semester
  • Preparation for exam - 20 hours per semester
  • Preparation for credit - 28 hours per semester
  • Semestral paper - 42 hours per semester
  • Class attendance - 16 hours per semester
Learning outcomes
The objective of this course is to provide students understanding of international marketing. International marketing environment and differences among home marketing, international marketing and global marketing will be explained and illustrated in this course. Principles of the international trade will be analyzed in order to comprehend the marketing strategies. Attention will also be paid to international marketing research and segmentation. The course is largely focused on specifications of marketing mix and marketing management.
Students understand the basic principles of International Marketing. Course Content
Prerequisites
The course of International Marketing is a prerequisite for the course of Introduction of Marketing.

Assessment methods and criteria
Written examination, Seminar work

Credit Requirements: Presentation of the marketing project. Examination Requirements: 70% in the examination test.
Recommended literature
  • Horská, E. International marketing: within and beyond Visegrad borders. Krakow: Wydawnictwo Episteme, 2014.
  • Keegan, W. J. Global marketing (7th ed). Boston: Pearson, 2013.
  • Machková, H. Mezinárodní marketing [strategické trendy a příklady z praxe]. Grada: Praha, 2015.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Economics Study plan (Version): Management and Business Economics (3) Category: Economy 1 Recommended year of study:1, Recommended semester: Summer