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Lecturer(s)
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Bergami Roberto, Dr.
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Pícha Kamil, doc. Ing. Ph.D., MBA.
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Course content
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Study topics: 1. Introduction to international marketing: definitions; differences between national and international marketing; international marketing scope 2. Introduction to international marketing: internationalization and globalization 3. International marketing environment: nature; culture; economy; legislation and technical norms; infrastructure; security and risks 4. International marketing environment: PESTEL analysis; evaluation; market information resources; international marketing research 5. International marketing strategies: generic strategies; entry strategies 6. International marketing strategies: push v pull; adaptation v standardization 7. International marketing mix specifics: product and brand 8. International marketing mix specifics: price; place; promotion 9. Socially Responsible International Marketing: ISO 26000:2010 10. Socially Responsible International Marketing: Certifications (Fair Trade etc.)
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with multi-media resources (texts, internet, IT technologies), Project-based learning, Practical training
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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.
The course will enable students to: 1. Gain general knowledge of the most important aspects of international marketing activities and the different environments in which international marketing decisions are made. 2. Acquire knowledge and skills needed for international marketing practice.
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Prerequisites
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Prior successful completion of Introduction of Marketing is recommended before attempting International Marketing.
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Assessment methods and criteria
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Written examination, Seminar work
Credit Requirements: Timely submission of the marketing report of the approved project. Examination Requirements: Obtaining at least 25 points out of 40 in the examination test.
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Recommended literature
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de Mooij, M. Global Marketing and Advertising: Understanding Cultural Paradoxes. USA, 2009. ISBN 9781412970419.
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HOLLENSEN, S. Global Marketing, A market-responsive approach. ISBN 0-273-64644-3.
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Keegan, W. J. and Green, M. Global Marketing (8th ed),. USA, 2014. ISBN 9780133545005.
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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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Toyne, B. and Walters, P.G. Global marketing management a strategic perspective (2nd ed). USA, 1993. ISBN 0205141374.
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