MAR115S Marketing in Central Europe

School of Business Administration in Karvina
Summer 2009
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Guaranteed by
prof. Ing. František Němec, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
The course objective is to develop a framework of general marketing and particularly of service marketing. The traditional marketing mix which applies to manufactured goods does not work for services. It defines the service product and assesses the impact service characteristics of service marketing. The course explains the interface between human resource management and marketing, service encounters, managing fluctuation of demand and pricing. Attention is paid to communication of product characteristics to customers. The importance of relationship marketing and information management is also stressed.
Syllabus (in Czech)

  • 1. General Marketing Concept
    2. Marketing background, Expansion into the European Market, European consumer's behaviour
    3. Developing consumer products for central European markets
    4. Pricing for central European markets
    5. The central European distribution system
    6. Marketing Communications in central European countries
    7. Personal selling and negotiations in central European markets
    8. International Marketing of Services
    9. Researching European markets
    10. Case studies
    11. Case studies
    12. Knowledge examination
Literature
    required literature
  • CATEORA, P. R.,GHAURI, P.N. International Marketing. 1. ed. London: McGraw-Hill International Limited, 2000. ISBN 0256-23654-2. info
    recommended literature
  • BLYTHE, J. Essentials of Marketing Communications. Prentice Hall, 2005. ISBN 0 273 65858 1. info
  • RUGMAN, M., HODGETTS, R. M. International Business. Harlow: Pearson Education Limited, 2003. ISBN 0-273-67374-2. info
  • VAREY, R. J. Marketing Communication. London: Routledge, 2002. ISBN 0-415-23040-3. info
  • JANEČKOVÁ, L. Service Marketing. Doing Business in Central Europe. Karviná: SU OPF, 2002. info
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 1990, Winter 1991, Winter 1992, Winter 1993, Winter 1994, Winter 1995, Winter 1996, Winter 1997, Winter 1998, Winter 1999, Winter 2000, Winter 2001, Winter 2002, Winter 2003, Winter 2004, Winter 2005, Winter 2006, Summer 2007, Winter 2007, Summer 2008, Winter 2008.
  • Enrolment Statistics (recent)
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