MPH_IMAR International Marketing

Ekonomicko-správní fakulta
podzim 2023
Rozsah
2/0/0. 5 kr. Ukončení: zk.
Vyučující
Ing. Dušan Mladenović, Ph.D. (přednášející)
Garance
Ing. Dušan Mladenović, Ph.D.
Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Kontaktní osoba: Vlasta Radová
Dodavatelské pracoviště: Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Rozvrh
Út 10:00–11:50 P303, kromě Út 19. 9., kromě Út 7. 11.
Předpoklady
Students enrolled in this course should be able to understand and speak English on the Intermediate level and have passed course Marketing (Marketing I, Basics of Marketing, Foundations of Marketing etc.), i.e. to know basic marketing theory.
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 50 stud.
Momentální stav registrace a zápisu: zapsáno: 6/50, pouze zareg.: 2/50
Jiné omezení: pokročilá znalost anglického jazyka
Mateřské obory/plány
Cíle předmětu
The main objective of the course is to present the specificities of marketing management in the nowadays global economy. The course offers an overview of main concepts, methods, techniques as well as applications of international and global marketing which has some specificities comparing to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing manager must know, are covered as well.
Výstupy z učení
At the end of this course, students should be able to understand reasons for the adaptations of many marketing approaches in the international environment as well as to be able to use special techniques or methods of international and global marketing.
Osnova
  • 1. The nature of international and global marketing
  • 2. Theories of international trade and marketing
  • 3. The international and global environment
  • 4. Culture and international marketing
  • 5. Culture and consumer/buyer behaviour
  • 6. International market selection and segmentation
  • 7. International marketing research
  • 8. Market entry strategies and modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International distribution
  • 12. International marketing promotion/communication
Literatura
    povinná literatura
  • HOLLENSEN, S. Global marketing. 6th ed. Harlow: Pearson, 2014, 792 s. ISBN 978-0-273-77316-0. info
  • HOLLENSEN, Svend. Essentials of global marketing. 2nd ed. Harlow: Pearson, 2012, xxxiv, 524. ISBN 9780273756545. info
  • KOTABE, Masaaki a Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
    doporučená literatura
  • MOOIJ, Marieke de. Global marketing & advertising : understanding cultural paradoxes. 5th edition. Los Angeles: Sage, 2019, xx, 488. ISBN 9781544318134. info
  • LEE, K. a S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012, 592 s. ISBN 978-0-19-960970-3. info
  • USUNIER, Jean-Claude a Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
    neurčeno
  • ALON, Ilan. Global Marketing: Contemporary Theory, Practice, and Cases. 2nd ed. Routledge, 2016, 726 s. ISBN 978-1-138-80787-7. info
  • USUNIER, Jean-Claude a Julie Anne LEE. Marketing across cultures. Sixth edition. Harlow, England: Pearson, 2013, xviii, 478. ISBN 9780273757733. info
Výukové metody
The course is educated in the form of lectures combined with class discussion, students presentation of seminar work showing concrete examples from international marketing practice based on a theoretical framework and case studies solving. The stress is put on a deeper understanding of relevant aspects of environmental factors and cross-cultural issues in marketing management.
Metody hodnocení
The form of education is a mix of lectures, case studies and seminar works presentations. Students are obliged to work up to two team seminar works and present them during the lectures (based on the concrete information and assignments given by teachers). Each (each person in the team) presentation should last about 20 minutes. Information about the structure of the presentation and topics to choose from will be given during the first lecture. The final exam test contains 30 questions. Assessment: 30% of points for seminar work/country presentation, 30% for the final test, case studies 20% and attendance and participation 20%. Solutions of case studies can improve the final score (+ 1 point for 1 case study). Any copying, keeping a record of tests or carrying the tests out, using forbidden aids including any communication devices, or any other breach of objectivity of the exam is regarded as a failure to meet the obligations of the subject and as a serious breach of study regulations. As a consequence, the teacher grades the student with "F" and the dean is allowed to initiate disciplinary action, which might lead to the termination of the studies. The course cannot be completed without meeting the attendance requirement. In the case of a planned internship abroad, students may register for the course in an earlier/later year than when it is recommended in their curriculum. Students will also receive credit for the course if they take a course with similar content and scope in a foreign country. The usual name of the equivalent course at partner universities is International Marketing. Students may consult the course equivalency with the guarantor prior to or within the first 14 days of the semester.
Vyučovací jazyk
Angličtina
Navazující předměty
Další komentáře
Studijní materiály
Předmět je vyučován každoročně.
Předmět je zařazen také v obdobích podzim 2009, podzim 2010, podzim 2011, podzim 2012, podzim 2013, podzim 2014, podzim 2015, podzim 2016, podzim 2017, podzim 2018, podzim 2019, podzim 2020, podzim 2021, podzim 2022, podzim 2024.