ESF:MPH_AMEU Marketing in the EU - Course Information

MPH_AMEU Marketing in the EU

Extent and Intensity

0/2/0. 4 credit(s). Type of Completion: zk (examination).

Guaranteed by

doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Mgr. Jana Nesvadbová

Timetable

Wed 9:20–11:00 P104

Prerequisites (in Czech)

NOW( MPH_AIMA International Management )

Course Enrolment Limitations

The course is only offered to the students of the study fields the course is directly associated with.

fields of study / plans the course is directly associated with

• Business Management (Eng.) (programme ESF, N-EKM)

Course objectives

The entrepreneurial environment of the European Union is highly competitive and many aspects of entrepreneurship are guided and regulated through common policies set out by the integrated countries. On the other hand even despite the obvious impact of globalization and integration, entrepreneurs come to terms with a range of different national, regional and local specifics that significantly influence entrepreneurial activity. The course focuses on development of basic marketing skills of prospective managers and employees of companies engaged in international business environment.
At the end of this course, students should be able to understand specifics of marketing within the EU market, be able to apply various techniques of marketing management in the international environment and be aware of the specific use of marketing methods, techniques or tools. These must be adapted to different conditions of individual EU member countries resulting from either cultural differences, different legislation or from other particularities of the environment. Stuents should understand how to seek opportunities and to spot threats in areas in which they do not appear (not until now) in the home market and to use the results of the environmental analyses to make marketing decisions with regards to the marketing mix applied in European Union markets.

Syllabus

• 1. Introduction to the subject of marketing in the EU
• 2. The EU environment
• 3. The EU Cultural environment
• 4. Cultural dimensions and marketing in the EU
• 5. Consumer and Customer behaviour on the EU market
• 6. International marketing research and MIS
• 7. Marketing strategies on the EU market
• 8. Segmentation and positioning on the EU market
• 9. Marketing product and the EU
• 10. Marketing price and the EU
• 11. Marketing place and distribution and the EU
• 12. Marketing promotion and the EU
• 13. Fairs and tradeshows in the EU

Literature

recommended literature
• consumer Europe
• ONKVISIT, Sak and John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
• BRADLEY, Frank. International marketing strategy. 5th ed. Harlow: Prentice-Hall, 2005, xxvii, 408. ISBN 0273686887. info
• USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
• KOTLER, Philip. Principles of Marketing. 4th European ed. Harlow: Prentice-Hall, 2005, xxxiv, 954. ISBN 0273684566. info
• SOLOMON, Michael R., Gary BAMOSSY and Soren ASKEGAARD. Consumer behaviour : a European perspective. 2nd ed. Harlow: Prentice Hall, 2002, xxiii, 630. ISBN 027365182X. info

Teaching methods

The course proceeds in a form of lectures with the active involvement of students - emphasis is put on the individual work of group of students solving concrete marketing problem in the form of project and presentation of the results of project. Simulation game Country Manager can be used instead of other form of project.

Assessment methods

The course finishes with a short test at the end of the semester. Students are required to work on project (or simulation game) during the semester. Quality of project makes 80% of the assessment, the rest is based on the result of test.

Language of instruction

English

Further Comments

Study Materials
The course is taught annually.

• Enrolment Statistics (Autumn 2010, recent)
  
• Permalink: https://is.muni.cz/course/econ/autumn2010/MPH_AMEU