MPH_IMA International marketing

Ekonomicko-správní fakulta
podzim 2008
Rozsah
2/0. 5 kr. Ukončení: zk.
Vyučující
doc. Ing. Alena Klapalová, Ph.D. (přednášející)
Garance
doc. Ing. Alena Klapalová, Ph.D.
Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Kontaktní osoba: Mgr. Jana Nesvadbová
Rozvrh
Čt 25. 9. až Čt 18. 12. Čt 16:20–17:55 S301
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.)
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Předmět si smí zapsat nejvýše 25 stud.
Momentální stav registrace a zápisu: zapsáno: 0/25, pouze zareg.: 0/25, pouze zareg. s předností (mateřské obory): 0/25
Jiné omezení: pokročilá znalost anglického jazyka
Mateřské obory/plány
Cíle předmětu
Main objective of the course is to present the students specificities of marketing management in 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 specficities comparing to general marketing based mostly on cultural and environmental differencies. The key procedural aspects and activities requirred in exporting (or importing), which marketing manager must know, are covered as well. At the end of this course students should be able to understand reasons for 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. International market selection and segmentation
  • 6. International marketing research
  • 7. Market entry strategies – introduction
  • 8. Modes of entry strategies
  • 9. International product and service marketing management
  • 10. International Pricing
  • 11. International Placement
  • 12. International marketing communication
  • 13. Organization of international marketing activities.
Literatura
  • HOLLENSEN, Svend. Global marketing : a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007, xxxviii, 7. ISBN 9780273706786. info
  • USUNIER, Jean-Claude a Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
  • DOOLE, Isobel a Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • DOOLE, Isobel a Robin LOWE. International marketing strategy : analysis, development and implementation. 4th ed. London: Thomson, 2004, xxi, 445. ISBN 1844800253. info
  • CHEE, Harold a Rod HARRIS. Global marketing strategy. 1st ed. London: Pitman, 1998, xxi, 711. ISBN 0273623486. info
Metody hodnocení
The course is primary intended for foreign students. This is the reason of the lecturing in English only. The form of education is a mix of lectures, case studies solving and seminar works presentations. Students are obliged to work up one seminar work in a group of two and present it during the lectures. Each presentation should last 30 minutes. Information to the structure of presentation and topics to choose will be given during first lecture. Final exam test contains 20 questions. Assessment: 38% of points for seminar work, 12% for acitvity during the lectures, 50% for final test.
Vyučovací jazyk
Angličtina
Další komentáře
Studijní materiály
Předmět je vyučován každoročně.
  • Statistika zápisu (nejnovější)
  • Permalink: https://is.muni.cz/predmet/econ/podzim2008/MPH_IMA