MPH_AMEU Marketing in the EU

Ekonomicko-správní fakulta
podzim 2020
Rozsah
0/2/0. 4 kr. Ukončení: zk.
Vyučující
doc. Ing. Alena Klapalová, Ph.D. (cvičící)
Ing. Dušan Mladenović, Ph.D. (cvičící)
Anna Németh, M.Sc. (cvičící)
Garance
doc. Ing. Alena Klapalová, Ph.D.
Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Kontaktní osoba: Mgr. Jana Nesvadbová
Dodavatelské pracoviště: Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Rozvrh seminárních/paralelních skupin
MPH_AMEU/01: Po 18:00–19:50 VT202, A. Klapalová, D. Mladenović
Předpoklady
Knowledge of marketing basics and international or global marketing gained during the previous study is necessary for this course.
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 24 stud.
Momentální stav registrace a zápisu: zapsáno: 0/24, pouze zareg.: 0/24
Mateřské obory/plány
Cíle předmětu
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 the development of basic marketing skills of prospective managers and employees of companies engaged in the international business environment.
Výstupy z učení
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. Students 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.
Osnova
  • The following themes constitute the content of seminar work and they are not the specific themes of the individual lessons. 1. Introduction to the subject of marketing in the EU
  • 2. The EU environment
  • 3. The EU Cultural environment
  • 4. The EU policies
  • 5. Examples of country policies and strategies
  • 7. The EU statistics
  • 8. The EU legislation - examples
  • 9. The EU country legislation - examples
  • 10. International marketing research and content analysis
  • 11. Marketing strategies on the EU market - 1st part
  • 12. Marketing strategies on the EU market - 2nd part
Literatura
    povinná literatura
  • CHERNEV, Alexander. Strategic marketing management. Eighth edition. USA: Northwestern University, 2014, viii, 274. ISBN 9781936572205. info
  • HOLLENSEN, Svend. Essentials of global marketing. 2nd ed. Harlow: Pearson, 2012, xxxiv, 524. ISBN 9780273756545. info
    doporučená literatura
  • 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
  • HOOLEY, G. J. a N. PIERCY. Marketing strategy & competitive positioning. 5th ed. Harlow: Pearson, 2012, 578 s. ISBN 978-0-273-74093-3. info
  • KOTABE, Masaaki a Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010, xxiii, 725. ISBN 9780470381113. info
  • ONKVISIT, Sak a John J. SHAW. International marketing : strategy and theory. 5th ed. London: Routledge, 2008, xxiv, 710. ISBN 9780203930069. info
  • USUNIER, Jean-Claude a Julie Anne LEE. Marketing across cultures. 4th ed. Harlow: Prentice-Hall, 2005, xx, 573. ISBN 0273685295. info
  • SOLOMON, Michael R., Gary BAMOSSY a Soren ASKEGAARD. Consumer behaviour : a European perspective. 2nd ed. Harlow: Prentice Hall, 2002, xxiii, 630. ISBN 027365182X. info
    neurčeno
  • 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 proceeds in a form of lectures and consultations with the active involvement of students. The emphasis is put on the individual work of a group of students (seminar work - project) analyzing the EU country market (or markets) and through the findings from market analysis solving a concrete marketing problem.
Metody hodnocení
The course finishes with a short test (done in the second half of the semester). Students are required to work on the project during the semester. The quality of the project makes 80% of the assessment, the rest is based on the result of the test (10%) and active participation - case studies solution (10%). 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.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je vyučován každoročně.
Předmět je zařazen také v obdobích podzim 2010, podzim 2011, podzim 2012, podzim 2013, podzim 2014, podzim 2015, podzim 2016, podzim 2017, podzim 2018, podzim 2019, podzim 2021, podzim 2022.