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Lecturer(s)
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Course content
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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; 5. International marketing mix.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
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Learning outcomes
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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
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Prerequisites
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The course of International Marketing is a prerequisite for the course of Introduction of Marketing.
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Assessment methods and criteria
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Written examination, Seminar work
Credit Requirements: Presentation of the marketing project. Examination Requirements: 70% in the examination test.
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Recommended literature
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HOLLENSEN, S. Global Marketing, A market-responsive approach. ISBN 0-273-64644-3.
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KEEGAN, W. J., SCHLEGEMILCH, B. Global Marketing Management. A European Perspektive. 2001. ISBN 0- 138-41826-8.
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MACHKOVÁ, H. Mezinárodní marketing. Praha, 2003. ISBN 80-245-0496-0.
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Machková, H., Sato, A., Zamykalová, M. a kol. Mezinárodní obchod a marketing. Praha: Grada Publishing, 2002. ISBN 80-247-0364-5.
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